This study looked at the relationships between charismatic leadership, job involvement, and corporate image building in the context of a service sector organization, using a sample of 70 employees of a multinational bank operating in India. Five factors of charismatic leadership—strategic vision and articulation (SVA), personal risk (PR), unconventional behavior (UB), sensitivity to member needs (SMN), and sensitivity to the environment (SE)—and two dimensions of image building (customer-focused and organization-focused) were studied. Results show that all three variables are significantly positively related to each other. Further, job involvement fully mediates the relationship between charismatic leadership and customer-focused image building. Regression analyses suggest that job involvement does not moderate the relationship between charismatic leadership and image building.
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