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Branded merchandise and licensed apparel comprise a substantial portion of revenue for many organizations and public figures that choose to employ such an endeavor. Endorsement deals with apparel manufacturers have historically been utilized for athletes looking to supplement their salaries and establish greater brand awareness. However, as some athletes establish ownership of their logo and become less reliant on companies such as Nike and Adidas for merchandise distribution, assessing the influence of various entity's logos on the athlete brand has become worthy of analysis. Therefore, this study aimed to investigate the influence that cobranded merchandise has on consumers when the athlete logo is displayed next to another team or manufacturer logo.

Using an online panel and survey, a final sample of 127 participants completed a questionnaire to examine their attitudes towards various athlete brand elements. ANCOVA's and MANCOVA's were utilized to assess significant findings, holding the variable of identification constant.

The results revealed that only the perceptions of merchandise quality significantly varied between an athlete brand and an apparel manufacturer (i.e. Nike) co-brand. The findings indicate that athletes should look to co-brand with high brand awareness manufacturers, and that there is no significant difference between consumers' perceptions of athlete brands when co-branding with team brands.

This is one of the first studies to evaluate the relationship between the athlete brand and external entities from a consumer perspective.

This study aims to explore the use of consumer-generated online product reviews as a source of brand associations in a sport setting.

A total of 800 reviews were collected and categorized into 13 brand association dimensions derived from previous literature. Reviews were further categorized into three valence types (i.e. positive, negative and neutral) via a correspondence analysis.

A correspondence analysis revealed that positive product reviews were highly linked to performance and product-related attributes, while negative reviews were related to conformance associations. Additionally, the results showed that product-related (90.8%) attributes, experiential benefits (89.1%) and functional benefits (86.6%) were the most frequently communicated brand associations. The findings of this study underline the credibility of assessing brand associations from the consumers’ experience, through online consumer reviews.

The findings of the current investigation contribute to existing knowledge by examining consumer-based brand equity (CBBE) in an online setting. Previous, CBBE literature suggests that brand associations are held in the minds of the brand's consumers. To date, however, few studies have examined brand associations generated by consumers and instead have relied upon brand association dimensions developed by the researcher as opposed to the consumer (Ross et al., 2006). This, study however, utilized online sport product reviews as a source of consumer derived brand associations, and, therefore, will further the knowledge as to how brand associations are identified and measured.

Storytelling has long been a popular strategy in marketing. Despite its ubiquity, the influence of storytelling in the sport marketing literature has not been investigated, especially on consumers' perspective. Thus, the purpose of this study is to (a) examine the effect of storytelling on sport consumers, and (b) explore the moderation effect of product involvement on the relationship between storytelling and purchase intention of a signature sneaker.

Two experiments using 3 (storytelling: bullet-point type vs. athlete-based story vs. product-based story) × 2 (product involvement: low vs. high) between-subjects experimental design were conducted.

The main finding illustrates that both the athlete-based story and the product-based story had a stronger influence on a consumer's purchase intention than the information that was given in a bullet-point condition. This study provides a theoretical implication of storytelling strategy for sport marketing literature. From a managerial perspective, the authors heavily recommend the use of storytelling in sport product advertisements.

Previous literature has highlighted the effect of storytelling in sports organization such as professional sports team or utilization in social media. However, limited studies could be found in the sports product industry and consumer behavior sector. Thus, the current study has a significant value of understanding the storytelling strategy in the perspective of sports consumers as well as brand marketers.

In an environment of intensive global mobility, this study aims to investigate the performance role of staffing choices within diverse MNE subsidiary strategies. Incorporating the integration-responsiveness (IR) framework with a contingency perspective, this study proposes that the performance success of distinct MNE subsidiary strategies depends on staffing choices. This study argues that performance differences of staffing choices such as assigned expatriates, self-initiated expatriates, former inpatriates and host-country nationals derive from their different knowledge/experience advantages regarding the intra-firm environment and local market conditions.

The study utilizes a unique sample of 169 foreign subsidiaries located in Greece that faced the outbreak of the COVID-19 pandemic (in 2020). For robustness reasons, this study also captures the imposition of capital controls (in June 2015).

This study finds important mediating performance effects of a diversified human resource portfolio across distinct subsidiary strategies in difficult times. Integration strategy tends to use more assigned expatriates, locally responsive strategy tends to utilize more host-country nationals, whereas multi-focal strategy favors self-initiated expatriates and former inpatriates, with positive subsidiary performance effects accordingly. So, staffing policies that are suitable to balance the needs of Human Resource Management (HRM) portfolio differ from strategy to strategy. Moreover, this study finds that managing HRM diversity is crucial in turbulent times.

While the empirical evidence has been predominantly accumulated from large economies, largely neglecting performance effects of MNE subsidiary staffing in crisis contexts, the analysis sheds light on a small open economy (i.e. the Greek context) emphasizing rapidly environmental deterioration. The findings extend existing theorizing on international performance and HRM management by providing an integrative conceptual framework linking integration-responsiveness motivated strategies with distinct groups of high-quality human resources under contingency considerations, so creatively synthesizing largely fragmented IB and HRM research streams. The study provides valuable insights into the performance role of non-conventional staffing choices such as self-initiated expatriates and former inpatriates, given that relevant studies examine either exclusively expatriates or compare expatriates with host country nationals, reaching inconclusive results.

The purpose of this paper is to investigate the effects of intrinsic job satisfaction (JS) on organizational citizenship behaviors (OCBs) directed toward individuals (OCBs-I) and OCB directed toward organization (OCBs-O) via organizational identification (OID). Based on social exchange and social identity theories, it is hypothesized that OID may play a mediator role in the relationship between JS and OCBs-I and OCBs-O.

A questionnaire investigating JS, OID and OCBs dimensions was administered to 719 Italian employees. The mediation hypotheses were analyzed through structural equation model, via bootstrap analysis, after preliminary analyses as correlations and measurement model.

Results showed a positive relationship between JS, OID and OCBs dimensions. Furthermore, OID partially mediated the positive effects of JS on OCBs-I and OCBs-O. These findings supported hypotheses, suggesting that OID may explain the psychological mechanism through which an employee intrinsically satisfied about own job will fulfill more extra-role performance, i.e. OCBs-I and OCBs-O.

Implications for human resource management policies are discussed: to HR professionals is proposed to implement interventions to enhance employees’ intrinsic satisfaction and identification with the organization, to increase consequently positive organizational behaviors such as OCBs.

This study attempted to examine the JS-OCBs relationship in more depth. For the first time, the JS on OCBs-I and OCBs-O were simultaneously investigated, with OID as a mediator: shedding new light on the relationship among these variables.

The average woman educator spends more time in the classroom than their male counterpart before ascending to an administrator position. Women educators spends on average 10–11 years as a teacher and as an administrator before becoming promoted to the superintendent position (Kingsberry & Jean-Marie, 2018; Manuel & Slate, 2003; Robinson, Shakeshaft, Grogan, & Newcomb, 2017). However, when they do reach this position, women superintendents lead in a different manner than men. They tend to focus on the well-being of children and families. They bring a strong interest in educating the child as a whole and place those at high risk a priority (Grogan, 2005). Women are finding way(s) to bring women's way(s) of knowing and expertise into this position. Women tend to keep instruction at the forefront and develop relationships with school and wider community members that can help foster the academic and social growth of the student (Grogan, 2005; Robinson et al., 2017; Wilmore, 2008).

Therefore, feminist@ leaders surface from their feminist and cultural knowledge (Sanchez & Ek, 2013) as a form of traditional resistance. They create pathways for other Latinas on their journey to claim Chicana feminism. As such, this chapter highlights the voices of four valiant women of color leaders on the path toward the superintendency whose personal and professional pathways intersect to create a feminist@ leadership identity.

Higher education institutions (HEIs) must take on a leadership role in building a sustainable world, given their responsibility for preparing future professionals and leaders worldwide and considering the role they provide to society. To accomplish this goal, HEIs need to holistically embody sustainability in everything they develop. This study aims to help HEIs in this purpose by developing a method to integrate sustainability into the strategic planning process in these institutions.

In the first stage, the method was developed based on papers selected through a systematic literature review. The proposed method was then applied in a Brazilian HEI to validate and adjust it.

A method that adopts a participatory process to integrate sustainability into HEIs’ strategic planning was proposed.

This study provides university leaders with a simple and practical method to aid with elaborating on strategic plans for holistic sustainability integration.

This study uniquely applied a framework called “HEIs sustainability action archetypes” as the foundation for selecting sustainable objectives, goals and actions to be integrated into these institutions’ strategic planning.