Figure 1.
Figure 2.
Figure 3.
Self-emotions appraisal
| Items | Mean |
|---|---|
| I have a good sense of why I feel certain feelings most of the time | 5.16 |
| I have a good understanding of my own emotions | 5.25 |
| I really understand what I feel | 5.37 |
| I always know whether I am happy or not | 5.41 |
Analysis of the marketing effectiveness variable
| Mean | Standard deviation | Variance | |
|---|---|---|---|
| The management recognise the importance of designing the company to serve the needs and wants of chosen markets | 4.78 | 2.348 | 5.513 |
| The management develop different offerings and marketing plans for different segments of the market | 5.08 | 1.865 | 3.478 |
| The management take a whole marketing system view (suppliers, channels, competitors, customers, environment) in planning its business | 4.62 | 1.966 | 3.865 |
| There is a high-level marketing integration and control of the major marketing functions | 2.70 | 2.716 | 7.379 |
| The marketing management work well with management in research, manufacturing, purchasing, physical distribution, and finance | 4.42 | 2.249 | 5.060 |
| The new product/service development process is well organised | 5.01 | 2.146 | 4.604 |
| The latest marketing research studies of customers, buying influences, channels, and competitors were conducted | 5.14 | 1.879 | 3.529 |
| The management know the sales potential and profitability of different market segments, customers, territories, products, channels, and order sizes? | 4.33 | 2.012 | 4.046 |
| Efforts are deployed to measure the cost-effectiveness of different marketing expenditures? | 4.26 | 2.117 | 4.481 |
| The marketing planning is annual and formal | 4.59 | 2.190 | 4.795 |
| The quality of the current marketing strategy is clear and innovative | 4.62 | 2.248 | 5.051 |
| Contingency thinking and planning are implemented in the company’s strategy | 4.46 | 2.083 | 4.339 |
| The marketing thinking at the top is well communicated and implemented down the line | 4.16 | 2.103 | 4.424 |
| The management is doing an effective job with the marketing resources | 4.29 | 2.041 | 4.166 |
| The management shows a good capacity to react quickly and effectively to on-the-spot developments | 3.97 | 2.201 | 4.845 |
Others – emotion appraisal
| Items | Mean |
|---|---|
| I always know my friends’ emotions from their behaviou. | 5.26 |
| I am a good observer of others’ emotions | 5.23 |
| I am sensitive to the feelings and emotions of others | 4.98 |
| I have a good understanding of the emotions of people around me | 5.30 |
Regression test 3
| Dependent variable | Independent variable | R | R2 | F | B | t | Sig |
|---|---|---|---|---|---|---|---|
| Marketing effectiveness | Use of emotions | 0.492 | 0.242 | 28.771 | 0.492 | 5.364 | 0.000 |
Regression test 2
| Dependent variable | Independent variable | R | R2 | F | B | t | Sig |
|---|---|---|---|---|---|---|---|
| Marketing effectiveness | Others – Emotion Appraisal | 0.437 | 0.191 | 21.223 | 0.437 | 4.607 | 0.000 |
Regression test 1
| Dependent variable | Independent variable | R | R2 | F | B | t | Sig |
|---|---|---|---|---|---|---|---|
| Marketing effectiveness | Regulation of emotions | 0.418 | 0.174 | 19.001 | 0.418 | 4.359 | 0.000 |
Regulation of emotions
| Items | Mean |
|---|---|
| I am able to control my temper so that I can handle difficulties rationally. | 4.99 |
| I am quite capable of controlling my own emotions. | 4.51 |
| I can always calm down quickly when I am very angry. | 4.78 |
| I have good control of my emotions. | 5.02 |
j_minib-2023-0026_tab_013
| Cronbach’s Alpha | Number of items |
| 0.91 | 15 |
j_minib-2023-0026_tab_011
| Skewness | Kurtosis | |||
|---|---|---|---|---|
| Statistics | Standard error | Statistics | Standard error | |
| The management recognise the importance of designing the company to serve the needs and wants of chosen markets. | −0.498 | 0.251 | −1.193 | 0.498 |
| The management develop different offerings and marketing plans for different segments of the market. | −0.425 | 0.251 | −0.636 | 0.498 |
| The management take a whole marketing system view (suppliers, channels, competitors, customers, environment) in planning its business. | −0.240 | 0.251 | −0.695 | 0.498 |
| There is a high-level marketing integration and control of the major marketing functions. | 0.982 | 0.251 | −1.060 | 0.498 |
| The marketing management work well with management in research, manufacturing, purchasing, physical distribution, and finance. | −0.238 | 0.251 | −1.175 | 0.498 |
| The new product/service development process is well organised. | −0.601 | 0.251 | −0.837 | 0.498 |
| The latest marketing research studies of customers, buying influences, channels, and competitors were conducted. | −0.494 | 0.251 | −0.620 | 0.498 |
| The management know the sales potential and profitability of different market segments, customers, territories, products, channels, and order sizes? | −0.129 | 0.251 | −0.744 | 0.498 |
| Efforts are deployed to measure the cost-effectiveness of different marketing expenditures? | −0.124 | 0.251 | −0.957 | 0.498 |
| The marketing planning is annual and formal. | −0.322 | 0.251 | −1.056 | 0.498 |
| The quality of the current marketing strategy is clear and innovative. | −0.359 | 0.251 | −1.131 | 0.498 |
| Contingency thinking and planning is implemented in the company’s strategy. | −0.213 | 0.251 | −0.893 | 0.498 |
| The marketing thinking at the top is well communicated and implemented down the line. | −0.075 | 0.251 | −0.929 | 0.498 |
| The management is doing an effective job with the marketing resources. | −0.123 | 0.251 | −0.805 | 0.498 |
| The management shows a good capacity to react quickly and effectively to on-the-spot developments. | 0.017 | 0.251 | −1.117 | 0.498 |
Use of emotion
| Items | Mean |
|---|---|
| I always set goals for myself and then try my best to achieve them. | 5.39 |
| I always tell myself I am a competent person. | 5.16 |
| I am a self-motivating person. | 5.04 |
| I would always encourage myself to try my best. | 5.40 |
j_minib-2023-0026_tab_012
| Self-Perception | Reliability Test | Others Perception | Reliability Test |
| Cronbach’s Alpha | Number of items | Cronbach’s Alpha | Number of items |
| 0.891 | 4 | 0.923 | 4 |
| Emotion Utilisation | Reliability Test | Emotional Regulation | Reliability Test |
| Cronbach’s Alpha | Number of items | Cronbach’s Alpha | Number of items |
| 0.928 | 4 | 0.906 | 4 |
j_minib-2023-0026_tab_010
| Kolmogorov–Smirnova | Shapiro–Wilk | |||||
|---|---|---|---|---|---|---|
| Statistics | ddl | Sig. | Statistics | ddl | Sig. | |
| The management recognise the importance of designing the company to serve the needs and wants of chosen markets. | 0.295 | 92 | 0.000 | 0.770 | 92 | 0.000 |
| The management develop different offerings and marketing plans for different segments of the market. | 0.284 | 92 | 0.000 | 0.754 | 92 | 0.000 |
| The management take a whole marketing system view (suppliers, channels, competitors, customers, environment) in planning its business. | 0.287 | 92 | 0.000 | 0.784 | 92 | 0.000 |
| There is a high-level marketing integration and control of the major marketing functions. | 0.451 | 92 | 0.000 | 0.564 | 92 | 0.000 |
| The marketing management work well with management in research, manufacturing, purchasing, physical distribution, and finance. | 0.233 | 92 | 0.000 | 0.801 | 92 | 0.000 |
| The new product/service development process is well organised. | 0.301 | 92 | 0.000 | 0.765 | 92 | 0.000 |
| The latest marketing research studies of customers, buying influences, channels, and competitors were conducted. | 0.295 | 92 | 0.000 | 0.751 | 92 | 0.000 |
| The management know the sales potential and profitability of different market segments, customers, territories, products, channels, and order sizes? | 0.282 | 92 | 0.000 | 0.796 | 92 | 0.000 |
| Efforts are deployed to measure the cost-effectiveness of different marketing expenditures? | 0.256 | 92 | 0.000 | 0.805 | 92 | 0.000 |
| The marketing planning is annual and formal. | 0.245 | 92 | 0.000 | 0.796 | 92 | 0.000 |
| The quality of the current marketing strategy is clear and innovative. | 0.257 | 92 | 0.000 | 0.792 | 92 | 0.000 |
| Contingency thinking and planning is implemented in the company’s strategy. | 0.261 | 92 | 0.000 | 0.799 | 92 | 0.000 |
| The marketing thinking at the top is well communicated and implemented down the line. | 0.259 | 92 | 0.000 | 0.805 | 92 | 0.000 |
| The management is doing an effective job with the marketing resources. | 0.275 | 92 | 0.000 | 0.799 | 92 | 0.000 |
| The management shows a good capacity to react quickly and effectively to on-the-spot developments. | 0.234 | 92 | 0.000 | 0.809 | 92 | 0.000 |