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The expansion of lifestyle and luxury markets has necessitated new marketing techniques. Recently, brand addiction has been a new topic in luxury repurchasing. The information reported in the literature regarding the effectiveness of brand addiction is insufficient and controversial. This research aimed to assess the role of brand addiction in Islamic consumers who purchase luxury smartphone brands.

Survey responses were collected from an online sample of 384 luxury consumers in Iran. The methods were evaluated using software (smart PLS 3) to test the hypothesis.

According to the uniqueness theory, the authors completed that brand addiction and consumer relationships are different and relative in each luxury product. The results positively determine that brand addiction has a more significant impact than brand jealousy, brand love and brand experience in repurchasing luxury consumers.

This study helps expand the literature on luxury repurchases and contends that brand addiction creates a new perspective in understanding behavioral addiction.

This paper provides insights for current and future marketers and managers, especially in Iran.

This investigation is the first study on the impact of different dimensions of brand addiction on luxury smartphone repurchase intention. In this regard, the findings of the study are important in the luxury market and extend current knowledge on repurchasing luxury products such as in Iran.

This paper aims to investigate the ways in which “non-collaborative co-creation” can affect brand equity as perceived by independent observers. It reports a study of the different effects on that perception attributable to non-collaborative co-creation that takes the form of either “brand play” or “brand attack” and is executed either by established artists or mainstream consumers.

A 2 × 2 between-subjects experiment (brand play versus brand attack; consumer versus artist) measured observers’ perception of brand equity before and after exposure to purpose-designed co-created treatments.

Non-collaborative co-creation has a negative effect on observers’ perceptions of brand equity and brand attack, causing a stronger dilution of brand equity than brand play. Artists either mitigate the dilution or have a positive effect on those perceptions.

Future research could usefully investigate the relative susceptibility of brands to non-collaborative co-creation, the effects on brands of higher complexity than those in our experiment, exposed in higher-involvement media, and the effects of more diverse forms of co-creation.

Brand managers must recognise that co-creation carries considerable risks for brand equity. They should closely monitor and track the first signs of non-collaborative co-creation in progress. It could be beneficial to recruit artists as co-creators of controlled brand play.

This study offers a more complete insight into the effect of non-collaborative co-creation on observers’ perceptions of brand equity than so far offered by the existing literature. It connects the fields of brand management and the arts by investigating the role and impact of artists as collaborative or non-collaborative co-creators of brand equity.

There is considerable efforts by government and various agencies towards the development of information and communication technology (ICT) skills in the developing nations. The efforts include the procurement and deployment of ICT devices and curriculum development; but, these are not yielding the ultimate results as the digital divide continue to widen regionally. This calls for innovation in teaching and learning in ICT. The study assessed the effectiveness of infusion approach to teaching and learning in the tertiary education level. This approach utilises a framework and student-centred approach for which its effectiveness as an instructional delivery was tested for efficacy.

The study adopted quasi-experimental design with pretest and posttest comparison to assess the treatment given. Performance was measured quantitatively through online assessment.

The results showed a phenomenal effectiveness of infusion approach to teaching and learning of general ICT skills as the participants achieved very high performance at the end of the instructional period.

This research is based on general ICT skills and covers a regional cross-section of Nigeria.

Adoption of infusion approach to teaching and learning in ICT would close the prevailing knowledge gaps in the development of ICT skills.

This infusion approach would close the prevailing digital divide, thereby enhancing societal well-being.

This is a novel approach to the development of ICT skills, which would enhance teaching and learning in ICT.