Management Matters Issue 2

The vastly changing landscape in
Trinidad and Tobago is compelling
gate how the strength of brands
and their country of origin can
practice. First, the study confirms
the influence of branding on con-
brand owners to develop influence consumer behaviour. sumers’ preferential behaviour
creative and persuasive strategies
to defend their competitive turf.
Many local companies are investing
in building stronger brand
images through advertising, promotion,
innovation and many
other initiatives that create trust
and distinctive appeals. But, the
success of these strategies depends
The results from 157 customer
interviews supported the role of
strong brands on favorable consumer
behaviour. However, the
findings suggest that favourable
consumer behaviour depends on
the brand’s country of origin.
Consumers appeared less inclined
to focus on marketing cues when
and strongly supports initiatives
to strengthen the image and appeal
of local brands. Second, the
study highlights the ‘halo-effect’
of a brand’s country of origin on
favorable consumer behaviour.
Third, the effects of a country’s
poor reputation may be reduced
if the marketer embarks on adver-
on the incremental value brands are manufactured in tising and promotional campaigns
customers gain from the purchase
of local brands. Meena Rambocas
countries with favorable reputations.
This study has three main
designed to promote the quality
and perceived value of the brand.
and Aniera Ramsubhag investi-
implications for management
Sexual harassment has become a topical and
pervasive issue that has been receiving considerable
media attention globally, inclusive of Trinidad
and Tobago. Sexual harassment
usually takes the form
of unsolicited physical contact
and unwelcomed verbal and
non-verbal advances. In Trinidad,
sexual innuendos are
deeply embedded in the national
culture. Specifically, music and literature in
Trinidad is filled with sexual imagery and metaphors,
which may make it difficult for employees
to discern sexual boundaries in interactions. Paul
Balwant, Odell Jueanville, and Shalini Ramdeo
investigate mental health as a mechanism in the
relationship between sexual
harassment and organisational
commitment. The findings suggest
that mental health is a
mechanism for men, but not
women. Perhaps women may
generalise the source of sexual
harassment from their supervisor or coworker to
the organisation as a whole, and thus direct blame
to the organisation. See the video for implications.
Shalini Ramdeo
Extant research indicates that
reactions to workplace bullying
have ramifications for
individuals, organisations, and
society. To date, researchers
have focused almost exclusively
on the prevalence, antecedents,
and consequences of
bullying. However, few attempts
have been made to
understand the reasons for
the underlying effects on employees’
work-related outcomes
when they are exposed
to bullying. Shalini’s contribution
to knowledge lies in explaining
‘why’ exposed employees
and bystanders react
to workplace bullying and
‘how’ this reaction comes
about. Using a sample of 500
employees from organisations
in Trinidad and Tobago, the
findings supported the mediating
effects of (1) procedural
justice on organisational commitment
and turnover intent,
and (2) interactional justice on
organisational commitment
and organisational citizenship
behaviour (to individuals).
These findings were consistent
for the bystander and
procedural justice, but procedural
justice also mediated
the relationship between bullying
and organisational citizenship
behaviour (to organisation).
The findings further
supported the moderatedmediation
effects of perceived
organisational support on
turnover intent and organisational
citizenship behaviour
(to individuals) for exposed
workers.