Purpose: The article aims to examine the impact of women’s decision-making power in families on their gender stereotypes about business executives in the promising but insufficiently explored regions of Central Europe (CE) and Central Asia (CA).

Methodology: The study utilized multiple linear regression and Spearman’s correlation coefficients to analyze survey data (No=6,869) from Central European (Czech Republic, Hungary, Poland, and Slovakia) and Central Asian states (Kazakhstan, Kyrgyzstan, Tajikistan, and Uzbekistan).
Findings: Central Asian women demonstrated stronger gender stereotypes about business executives compared to the Central European sample. Equally shared power in decision-making with a part-ner has a positive impact on weakening women’s gender stereotypes about top managers. Men’s unilateral decision-making correlates with their spouses’ higher gender bias, whereas independent women’s decisions do not reveal a relationship with their gender stereotypes.

Research limitations: The study does not control respondents’ marital and mother’s status and excludes one of the Central Asian states, namely Turkmenistan.

Research implications: Policymakers can use the present findings to forecast how familialist pol-icies reproduce gender stereotypes and inhibit gender equality. The research complements the specificity of the vicious cycle linking gender roles and stereotypes in the context of CE and CA and expands the “family cage” phenomenon.

Originality/value: First massive research on gender stereotypes about business executives embrac-ing the Visegrad Group and four Central Asian states. The study discovers the internal aspect of family impact on women’s views of top managers that has been neglected before.

Purpose: Using congruity theory, triangular theory of love, gender schema theory, and generational cohort theory, this study aimed to examine the relationships between congruity types and consumers’ service brand passion, along with the moderation effect of gender (i.e. male vs. female customers) and age (i.e. young vs. older customers) in these relationships.

Design/methodology/approach: A total of N=252 valid responses were collected from the customers of service brands (e.g. bus riders), and the theoretical model was tested using exploratory factor analysis (EFA), structural equation modeling (SEM), and moderation analysis techniques.

Findings: After assessing four types of congruity, we discovered that the influence of brand use image congruity had the greatest impact on service brand passion, followed by brand user image congruity, and actual self-congruity. Our moderation variable of gender revealed that the effect of actual self-congruity is more essential in building service brand passion among male than female customers, whereas the effect of ideal self-congruity is more important among female than male customers. Similarly, the effect of ideal self-congruity is more essential for boosting service brand passion among young than older customers, while brand use image congruity better promotes service brand passion among older but not young customers.

Implications: This study offers strategies for boosting service brand passion among male (vs. female) and young (vs. older) customers in emerging markets.
Originality: This is the first study to look into the effects of congruity types on service brand passion, and it has given marketers a framework for targeting customers based on their gender and age.

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: Knowing the factors that might affect board structure is an important step in understanding
boards and their role in corporate governance. This research aims to examine the effect of firm
characteristics closely related to corporate governance mechanisms, such as the model of corporate
governance, shareholder capital concentration, and stock exchange listing on board structure variables (size, independence, and gender diversity).

Methodology: The sample of this study stems from large Macedonian joint-stock companies. We run
a hierarchical linear regression of board characteristics on common demographic firm characteristics
as control variables and contextual firm characteristics related to corporate governance mechanisms
as independent variables.

Findings: Joint-stock companies in the Republic of North Macedonia have relatively small boards,
which provide no positive effects that would originate from the larger number of board members.
Moreover, the number of outside independent members is small, insufficient to influence the boards
with greater objectivity, independence, and quality. Larger companies with a one-tier model have
statistically significant larger corporate boards and a larger number of independent directors.

Implications: The best corporate governance practices worldwide must be used as a basis for future
improvements of corporate governance in joint-stock companies in developing economies.

Purpose: This study aims to investigate female top managers’ choice of working capital management
policies and its effect on firm profitability. The theoretical arguments about the effects of working
capital management policies on firm profitability and empirical evidence are often inconsistent.
Additionally, it is likely that the policy choice is closely related to the gender of top managers.

Methodology: Our research sample was all 136 manufacturing firms listed in Indonesian Stock
Exchange during the 2013–2017 period. Following the hypothesis formulation, this study employed
four estimation models tested using panel data regression.

Findings: Female CFOs tend to choose more conservative working capital investment policies.
Moreover, conservative investment policies have a positive effect on firm profitability and mediate
the impact of top female managers on firm profitability.

Originality: Previous literature tends to overlook the role of top female managers in affecting
working capital management policies and the effect of these policies on firm profitability. In this
respect, this study provides insights on the role of the gender of top managers as a factor that likely
explains the choice of working capital management policies in manufacturing firms which, in turn,
affect firm profitability.

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: This paper examines the consumers’ acceptance and usage of technology, which is an important and widely discussed topic. The aim is to explore the impact of moderators (gender, age, experience in using mobile Internet technologies) and trust towards one’s intention to use a mobile phone for purchases (to acquire goods).

Methodology: Empirical research was conducted among Warsaw students with the use of the UTAUT2 model (Unifed Theory of Acceptance and Use of Technology), extended so as to encompass the concept of trust. Data was analysed using partial least squares path modelling (PLS-SEM) and the SmartPLS 3 programme. The multi-group analysis was employed (PLS-MGA) to measure the impact of moderating variables.

Findings: Research results indicate that trust has no signifcant impact on one’s intention to use a mobile phone for purchases. Gender is an important moderator of the relationship between the independent variable of price value and the independent variable of habit with the dependent variable of the intention to use a mobile phone for purchases. Age is an important moderator in the relationship between the independent variable of hedonic motivation and the independent variable of habit with the dependent variable of the intention to use a mobile phone for purchases. Experience is not an important moderator of any relationship specifed in the hypotheses.

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.