Purpose: Because of the growing interest in the literature in education and political skill as facilitators of firm performance, this article aims to reveal whether there is a moderating role of women entrepreneurs’ political skill on the relationship between their education level and firm performance when firm- and entrepreneur-level characteristics remain under control.

Methodology: The study was conducted in Istanbul, Kocaeli, and Bursa, cities with the lowest gender gap in Turkey. The participants of the questionnaires were 291 entrepreneurs who are members of the Women Entrepreneurs Association of Turkey (KAGIDER), the Women Entrepreneur Members of Endeavor Turkey, and the TOBB Women Entrepreneurs. Hierarchical regression analysis was performed to analyze the dataset.

Findings: When firm- and the entrepreneur-level characteristics remain under control, women entrepreneurs’ political skill shows a moderator role in the relationship between women entrepreneurs’ education level and firm performance.

Practical Implications: A bachelor’s degree or higher, along with political skill, allow women
entrepreneurs to increase their firm performance. Furthermore, the higher the political skill, the higher the effect of education level on firm performance.

Originality/Value: This is the first study to investigate the moderating role of political skill of women entrepreneurs in the relationship between education level and firm performance. Moreover, political influence and human capital theories are jointly applied to the theoretical model.

Purpose: The aim of the article is to examine the selected determinants of the expected rate of return on human capital.
Methodology: We conducted an anonymous survey of expected salaries among the Accounting and Controlling students at the Cracow University of Economics, which provided a unique setting for the analysis. On the basis of collected data for the cost of living and the cost of professional education for every participant, we used the human capital model developed by Dobija to compute the perceived level of the human capital of each individual. Then, we compared the expected salaries with the perceived levels of human capital and computed expected rates of return on human capital. The following research methods are used: literature review, statistical tests, econometric modeling.
Findings: On the sample of 754 respondents, we found that male students expect a higher rate of return on their human capital than female students, while older students expect a lower rate of return on human capital than younger students.
Research limitations: Only one field of study was used to measure the determinants of the expected rate of return on human capital.
Originality: We contribute to the salary expectations and human capital literature by identifying a significant gender salary expectations gap that holds even after considering individually assessed costs of living and professional education. Our findings are consistent with the well-known observation that women tend to expect lower salaries than men.

Purpose: The main purpose of the paper is to identify the importance of social media in e-WoM (electronic word of mouth) in relation to the two stages of consumer behavior, pre-purchase and post-consumption, in groups of different gender and countries. The article answers three research questions. Whether the frequency of using the most popular social media influences the range of using them in e-WoM among individual users? Which stage of consumer behavior process is more dependent on social media, pre-purchase or post-consumption? Do any differences exist between men and women in the scope under consideration?

Methodology: The analysis bases on literature studies and empirical data collected among 1246 respondents from four countries: China, Poland, the United States of America, and Turkey. Findings: General conclusions show differences between these countries in relation to the use of social media for e-WoM. Moreover, results confirmed the findings of literature analysis wherever consumers used social media at the stage of looking for information and advice about products (pre-purchase). Gender appeared as a significant differentiating factor that influences e-WoM behavior.

Research limitations: The design of the research (samples’ size and sampling method) could place some limits on the capacity of the study to generalize the results to other national contexts. Research implications: The results offer information for marketers who use social media communication to build brands’ loyalty in the international marketplace and individuals who rely on experiences shared through social media.

Originality: The content of the paper is important, timely, original, and focusses on the subject infrequently studied in the literature. The information from the paper applies to numerous groups of stakeholders.

Purpose: The aim of the pilot study was to fnd out whether the perception of candidates for leadership positions differs along with the gender of the candidate in Poland.

Methodology: In order to answer the question, the author has conducted a preliminary experiment on 50 MBA students, which were experienced in recruitment. Two identical CVs were randomly distributed among the participants, with either a male or female version of the CV. Basing on the provided information, respondents were to decide on among others hireability, likeability and offered income to the given candidate.

Findings: The experiment revealed that the female candidate for the CEO position was perceived and evaluated differently than the male candidate. Thus, the experiment indicated that gender inequality may already appear at the phase of recruitment for higher positions.

Originality: The presented study analyzed perceptions of experienced recruiters, which may suggest that such behaviors and patters may be repeated in a non-laboratory environment.

Limitations: A limitation of the pilot study is the low number of participants and therefore further research should be conducted.

Purpose: The aims of the completed studies were: (1) systematization of perceived positive and negative changes in consumers’ self-image due to the usage of service brands and (2) development of multidimensional tool to measure these changes.

Methodology: To accomplish these aims qualitative and quantitative studies were held. In the qualitative study, total number of 318 people aged between 13 and 82 (M = 37,64, SD = 16,69; 47,2% women) were examined by individual interview method, which led to collection of a set of positive (benefi ts) and negative (loses) changes in self-image due to the usage of service brands. This set was later minutely categorized. Based on the results of the
categorization, a questionnaire in form of semantic differential was elaborated.

Findings: An analysis of the study results led to identifi cation of 9 dimensions of perceived changes in self-image due to the use of service brands. Based on the results, a multidimensional questionnaire to measure changes in self-image was developed, which has very good psychometric indices, taking into account reliability of measure and validity of predicting service brands preference.

Practical implications: An innovative, multidimensional tool, useful in practical service brand management was developed. The identified dimensions of perceived changes in consumers’ self-image can make a practical hint of what should be followed in marketing communication.

Originality: The results of the study and the developed scales are breaking a long-time deadlock in the theory and methodology of research into relations between self and the brand.