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The use of celebrity endorsers in advertising is wide‐spread – as much as 20 percent of all advertising use some type of celebrity endorser. Marketers invest significant dollars in securing the promotional support of well‐known individuals. Associative learning principles are presented as a useful framework for understanding how celebrity endorsers can be used more effectively. Principles such as repetition, overshadowing, blocking, belongingness, CS pre‐exposure, association set size, and extinction are introduced and linked to specific managerial suggestions for improving the use of celebrity endorsers.

The purpose of this article is to link the associative learning process of the human brain to the relationship and emergence of really significant ideas on the global horizon.

First, learning is explored from the viewpoint of the brain/mind, with a focus on the creation of patterns and their relationships to our personal frames of reference. Second, the associations of three really significant ideas are explored, and a pattern of patterns is surfaced.

The paper finds that in concert with the functioning of the brain, significant ideas emerge in relationship with other ideas that have personal historical significance, i.e. external patterns from the environment are detected, recognized, made sense of and have meaning in relationship with our internal patterns of significance.

The paper creates an appreciation of the role of patterns in thinking and learning.

Marketing practitioners know that a product’s color may play an important role in a consumer’s purchase decision, but may not be familiar with the empirical research that has been conducted in this area. The purpose of this paper is to apply an associative learning framework to the color literature to help understand consumer color choices. Specifically, the principles of classical conditioning, a form of associative learning, will be used to make suggestions to practitioners who wish to create or change color associations for their products. The implications of the findings from the color literature are discussed.

The purpose of this paper is to examine the influence of supervisors’ past experiences in school on their present learning behaviors.

Data were gathered in a time-lagged study. Supervisors populated a previously validated survey about their quality of school life. One week later, a direct measure of learning behaviors was used to determine the extent to which they were motivated to learn in general, and their motivation to exert time and effort in a learning task.

Supervisors who found more satisfaction in school were more motivated to learn in general. Those who were more committed to the work of school spent more time on learning and exerted more effort when practicing a new skill.

Results are valid for supervisors engaging in a learning task relevant to their role. However, because the results are based on direct observation of their learning behavior years later, the findings suggest that school experiences influence workplace learning for employees at all levels.

Typically, organizations consider the degree employees attain and the content of their learning. This study suggests that organizations should also be considering the habits and attitudes toward learning that employees developed while at school.

This study bridges educational and workplace learning by examining how the habits and attitudes developed in school settings impact managerial learning, even years later.

This paper aims to demonstrate how people's memes of life help them make sense out of what might initially be considered new or “foreign” concepts.

This short paper uses a conversational approach to introduce the concept of memes of life, work through a thought experiment engaging a random headline from The Times in Print, and reflect on the role these memes of life play in one's learning and growth.

This paper suggests that, by identifying recurring thought patterns that help us make sense of the world and understanding their evolving nature, one can more consciously participate in constructing one's lens to the world.

This paper connects the concepts of memes, associative patterning, learning threshold and sense‐making through a thought experiment.

The purpose of this paper is to examine the role of capacity building in reverse mentoring as an enabling routine in bringing about changes in cognitions and capabilities for strategy formulation/implementation and organisational change.

This paper is based on an action research case study of a reverse mentoring initiative for digital transformation in a large metal multinational based in India. The capacity-building action research was carried out during a consultancy project.

Top management team (TMT) change does not always provide the route to change in managerial cognition. Sometimes the TMT has to develop cognitive changes and new cognitions through learning and engage in way-finding to formulate/implement a strategy. Such learning requires routines, here digital reverse mentoring with capacity-building intervention, to enable development of personal knowledge (Eraut, 2000), along with cognitive changes, leading to development of capabilities. Such capacity-building routines serve as the enabling processes that facilitate learning and cognitive change.

This study demonstrates the value of enabling process routines to facilitate learning and cognition change in bridging strategy implementation and change. It also suggests the need to look at a strategy as way-finding in order to better understand the gap between strategy formulation, implementation and change.

The study suggests the need for development of learning and cognition change routines as enabling processes in firms and provides insights into how old economy firms may adapt to digital era.

This study documents the routine of digital reverse mentoring as an enabling process for strategy development/implementation.

In recent years, negative spokesperson incidents have raised significant concerns in academia and industry. While several studies have addressed celebrity endorser scandals, comprehensive analyses of current knowledge are lacking. Therefore, this study systematically reviewed the related literature to better understand trends and suggest future research directions for advancing this field.

This study employs the theory–context–characteristics–methodology (TCCM) framework to examine 76 articles on celebrity endorser scandals.

Utilizing the TCCM framework, this study presents a comprehensive research framework, revealing that (1) the celebrity endorser scandal effect primarily includes associative learning, attribution of responsibility, and moral reasoning; (2) entertainment celebrities and athletes have received significant research attention; (3) both individual- and relationship-level characteristics serve as crucial moderators, with focal brand and related brand being the primary outcome variables. Additionally, this study outlines enterprise response strategies, encompassing the reformation of existing spokesperson relationships and the establishment of future spokesperson connections; and (4) quantitative approaches dominate the field.

This study integrates and expands existing research on celebrity endorser scandals while proposing future research opportunities to advance the field.

Celebrity endorsement is one of the most popular forms of marketing, and this study aims to suggest that celebrity endorsement should be considered as a brand alliance, where meanings and values can transfer from either partner to the other. This paper seeks to report on an exploratory attempt to identify the processes involved and explore whether celebrity endorsement should be considered a brand alliance.

After a review of both celebrity endorsement and brand alliance literature, a case of meaning transfer process was examined. The collaboration between Sainsbury's Supermarkets Ltd and celebrity chef Jamie Oliver was studied as a case, within which a special episode of negative publicity emerged and was analysed through newspaper articles.

A model for a reciprocal meaning transfer process is proposed and the existence of a brand‐alliance‐like relationship in the case is established.

The paper is the first qualitative study to examine meaning transfer process in a real life celebrity endorsement context. It indicates the need for managing celebrity endorsement as a brand alliance by suggesting that celebrity endorsement should be considered as an alliance of equals. A model illustrated and supported by a case study is proposed.

Community-based tourism (CBT) is known as a strong strategy and tool to promote community development and conservation of natural resources through its various virtues in both developing and developed economies. Local people's active and functional participation is considered as the focal point in CBT practice and development. However, their functional participation doesn't always come instinctively; rather, it requires proper extrinsic and intrinsic motivation in the form of both tangible and intangible, which ultimately help them to influence their behavior and pursuit of goals that may ensure their participation in CBT and to receive various benefits. These benefits are linked to the sustainability of CBT development including community development. Therefore, strategic CBT planning and its implementation are essential to ensure sustainable CBT which can also safeguard the link between the local community people and their guests as well as other stakeholders including internationals to facilitate local community development. This chapter focuses on various theories and concepts of motivation from various fields of research, and efforts have been taken to apply those in the field of CBT development to explore its optimum potential for the sake of human welfare. Moreover, attempts have been taken to use various CBT initiatives in Bangladesh to relate these theories and concepts to evaluate these initiatives as well as to provide some suggestive measures to improve the performance of CBT and to facilitate more community development as a whole.