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This study aims to examine the influence of brand awareness on brand equity with the mediating role of brand association and perceived quality.

This research is applied in terms of the objective and descriptive survey in terms of methodology because its objective is to describe the studied conditions or phenomena and also the relationship between research variables that have been conducted in the field method.

The results explained that 53% of respondents are female and 47% of respondents are male. Most respondents are between 30 and 40 years old, and the youngest respondents are less than 30 years old. Most respondents were specialists, and the 134 respondents were subspecialists. The results explained that the significance level of the Kolmogorov–Smirnov test for research variables is less than 0.05 and has an abnormal distribution. The abnormality of the data in this study directed the authors to use PLS software to analyze the data.

To the best of the authors’ knowledge, it is the first time that research is prepared to study the impact of these marketing parameters on dentists’ prescription behavior.

This study aims to examine the relationship between medication for opioid use disorder (MOUD) among pregnant individuals, referral source, mental health, political affiliation and substance use policies in all 50 states in the USA.

This study describes MOUD receipt among pregnant people with an opioid use disorder (OUD) in 2018. The authors explored sociodemographic differences in MOUD receipt, referrals and co-occurring mental health disorders. The authors included a comparison of MOUD receipt among states that have varying substance use policies and examined the impact of these policies and the political affiliation on MOUD. The authors used multilevel binary logistic regression to examine effects of individual and state-level characteristics on MOUD.

Among 8,790 pregnant admissions with OUD, the majority who received MOUD occurred in the Northeast region (71.52%), and 14.99% were referred by the criminal justice system (n = 1,318). Of those who were self-referred, 66.39% received MOUD, while only 30.8% of referrals from the criminal justice system received MOUD. Those referred from the criminal justice system or who had a co-occurring mental health disorder were least likely to receive MOUD. The multilevel model showed that while policies were not a significant predictor, a state’s political affiliation was a significant predictor of MOUD.

The study has some methodological limitations; a state-level analysis, even when considering the individual factors, may not provide sufficient description of community-level or other social factors that may influence MOUD receipt. This study adds to the growing literature on the ineffectiveness of prenatal substance use policies designed specifically to increase the use of MOUD. If such policies are consistently assessed as not contributing to substantial increase in MOUD among pregnant women over time, it is imperative to investigate potential mechanisms in these policies that may not facilitate MOUD access the way they are intended to.

Findings from this study aid in understanding the impact that a political affiliation may have on treatment access; states that leaned more Democratic were more likely to have higher rates of MOUD, and this finding can lead to research that focuses on how and why this contributes to greater treatment utilization. This study provides estimates of underutilization at a state level and the mechanisms that act as barriers, which is a stronger assessment of how state-specific policies and practices are performing in addressing prenatal substance use and a necessary step in implementing changes that can improve the links between pregnant women and MOUD.

To the best of the authors’ knowledge, this is the first study to explore individual-level factors that include mental health and referral sources to treatment that lead to MOUD use in the context of state-level policy and political environments. Most studies estimate national-level rates of treatment use only, which can be useful, but what is necessary is to understand what mechanisms are at work that vary by state. This study also found that while substance use policies were designed to increase MOUD for pregnant women, this was not as prominent a predictor as other factors, like mental health, being referred from the criminal justice system, and living in a state with more Democratic-leaning affiliations.

Knowledge of consumer behavior is important to a corporation's accomplishment. Organizations may change for the better deal with the promotion mix, product administration, and buyer interaction by knowing how the buyer performs and what motivates him. Selecting the influencing elements for consumers is frequently exceedingly challenging to accurately detect because they are inside forces. The COVID-19 pandemic's wide-scale spread has significantly altered peoples' daily lives and purchasing patterns. The Indian government implemented several steps across the nation to limit the fatal disease to slow the spread of COVID-19. Following its initial breakout in China in early 2020, the novel coronavirus pandemic rapidly developed all over the globe, giving an unfavorable influence on the global financial system and industries. During the COVID-19 pandemic, the authors seek to uncover changes in consumer behavior when purchasing everyday items including food, medications, clothing, footwear, and technology. To understand how the current pandemic conditions compare to the aforementioned shock events, we carried out a comprehensive review of the literature with a focus on the presentation of panic buying and pack mentality behavioral patterns and changes to voluntary consumer spending as defined by Maslow's hierarchy of needs.

The integration of industry 4.0 has become a priority for many organizations. However, not all organizations are suitable and capable of implementing industry 4.0 because it requires a dynamic and flexible implementation strategy. The implementation of industry 4.0 often involves overcoming several tensions between internal and external stakeholders. This paper aims to explore the paradoxical tensions that arise for health-care organizations when integrating industry 4.0. Moreover, it discusses how a paradox lens can support the conceptualization and proposes techniques for handling tensions during the integration of industry 4.0.

This qualitative and in-depth study draws upon 32 semi-structured interviews. The empirical case concerns how two health-care organizations handle paradoxical tensions during the integration of industry 4.0.

The exploration resulted in six recurring technology tensions: technology invention (modularized design vs. flexible design), technology collaboration (automation vs. human augmentation), technology-driven patient experience (control vs. autonomy), technology uncertainty (short-term experimentation vs. long-term planning), technology invention and diffusion through collaborative efforts among stakeholders (selective vs. intensive collaboration) and technological innovation (market maintenance vs. disruption).

A paradox theory-informed conceptual model is proposed for how to handle tensions during the integration of industry 4.0. To the best of the authors’ knowledge, this is the first paper to introduce paradox theory for quality management, including lean and Six Sigma.

This study intend to investigate a theoretical model looking at how particular tourist emotions, such as “joy,” “love,” and “positive surprise,” might predict their behavior by looking at how satisfied they are with their whole experience when visiting spas, and to examine the relationship of emotional experience, destination image, satisfaction and intention to revisit for spa tourism.

A sample of 345 individuals who traveled to Alleppey as domestic tourists participated in the research study. A non-probability (purposive) sampling method in this study. The structural model was analyzed using Structural Equation modeling (SEM), and the path coefficients were examined to test the hypotheses.

The results supported the hypotheses, indicating that specific emotions, image of the destination, and satisfaction significantly impacted tourists' intentions to revisit Alleppey as a spa tourism destination. This study demonstrated that “emotions of joy, love, and positive surprise” have a considerable influence on the image of the destination and satisfaction. The findings reveal a substantial correlation between satisfaction and behavioral intention (“Intention to revisit”). The research suggests that a higher degree of satisfaction would encourage visitors to revisit the location.

The research suggests that a higher degree of satisfaction would encourage visitors to revisit the location. This research offers vital information for developing, planning, and putting into practice tourism policies in the spa tourism sector. This article focuses on domestic travelers who travel to Alleppey, so the conclusions may not be relevant to research utilizing foreign tourists.

According to the literature study, and to the authors` knowledge, only limited number of studies that look at spa tourism from a wellness perspective. Additionally, Alleppey is used in the study as the study’s setting, providing insight into the visitor experiences of this expanding spa tourism business. This study gives understanding about how emotional experience predicts behavioral intentions.

This study aims to present a comprehensive investigation into users’ behavioural intentions to use e-pharmacies through the lens of the privacy calculus model. The present study also investigates the effects of perceived benefit, perceived privacy risk, timeliness and perceived app quality on e-pharmacy usage through the mediating role of trustworthiness.

The study used a deductive approach and collected data from 338 respondents using the purposive sampling technique. partial least squares structural equation modelling was applied to analyse the data.

The findings of the study indicate that perceived benefit, perceived privacy risk, timeliness and perceived app quality do not directly impact users’ behavioural intentions towards e-pharmacy adoption. Instead, it demonstrated that perceived benefit, perceived privacy risk, timeliness and perceived app quality influenced behavioural intention indirectly through the mediating role of trustworthiness

This study offers valuable insights to entrepreneurs, marketers and policymakers, enabling them to develop regulations, guidelines and policies that cultivate trust, safeguard privacy, ensure prompt services and create an enabling environment for the adoption of e-pharmacies. The present study also contributes to the existing literature by extending the privacy calculus model with the integration of timeliness and perceived app quality to explain users’ adoption behaviour towards e-pharmacy.

Understanding the effect of assortment composition on attentional levels is an essential topic for academic researchers and practitioners. This work has important implications when analyzing the influence of shopping frame time and search effort on the relationship between the reaction to assortment composition and visual attention to stock-keeping units (SKUs) pricing.

Two experimental studies through gauze behavior analysis technology (using eye-tracking equipment) analyze the variable's large assortment, visual attention to SKU pricing, search effort and shopping frame time.

The results suggest that, although it increases the search effort, a large assortment decreases the visual attention to SKU pricing. Further, our results indicate a moderating effect associated with mitigating the negative effect by medium-low levels of search effort and a moderating impact of time in this relation.

Marketing professionals can carefully optimize the in-store experience by managing the assortment and variety and by influencing consumers' visual attention to SKU pricing along the journey as part of the experience. Assortment and SKU pricing strategies need to be aligned with consumer journey design.

Our findings contribute to assortment theory and management by detailing the relationship between consumers' reactions to assortment perception and visual attention to SKU pricing in time flow. We reinforce the importance of considering assortment strategies from the consumer perspective and giving reliable information about in-store behavior.

The study aims to investigate how pregnant and nursing mothers’ stories have been neglected in writing about gender, security and spaces.

The study chronicles Agogo Traditional Area’s pregnant and nursing mothers’ resistance and survival in this conflicted environment. The author used photo voices in a participatory photography design to give conflict-area women a voice. Interviews and observations supported this. Pregnant and nursing mothers were sampled using the purposive and snowball sampling techniques. The data analysis considered narrative analysis, photographic and inductive approaches.

The findings highlighted how these mothers in vicious settings experienced healthcare access and problems, societal issues including gender dynamics, food insecurity, and emotional and psychological well-being.

The findings in this study expand the socio-cultural narratives of pregnant and nursing mothers in violent spaces.

After working on the assignment questions, the learners can achieve the following learning outcomes: understand the buying behavior towards sustainable products in the context of mindful consumption and product characteristics, appraise the market segmentation and positioning strategy of a sustainable business, understand the application of 5C’s framework for a sustainable business and critically evaluate a new sustainable business’s challenges in the emerging business environment.

Dr Joe Fenn, founder and director of PFoods, with extensive experience in the pharma industry overseas, observed a decline in the consumption of traditional dairy foods. Alternative plant foods come as a savior to people who are lactose intolerant and offer a host of health benefits with low environmental impact. Riding on the waves of veganism and sustainable foods, he saw an opportunity in India. PFoods developed and launched two products, namely, Just Plants (plant-based milk alternative) and Plotein (plant-based protein alternative), in collaboration with scientists at the Indian Institute of Science, a premier scientific institution in India, and PMEDS (PreEmptive Meds), a US-based nutraceutical Company. PFoods launched and pilot-tested Just Plant, a dairy alternative substitute for milk in select reputed organizations in Bangalore. The upcoming challenges for Fenn would be to select the right segment, educate the market and position the product that would resonate well with the target customers.

The case study suits undergraduate and graduate courses such as marketing management, sustainable marketing and sustainable business. The case study can also be used in entrepreneurship management and entrepreneurial marketing courses to introduce the challenges of a sustainable startup. The case study highlights the marketing challenges faced by the disruptive and growing plant-based foods or alternative dairy industry in emerging markets.

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CSS 8: Marketing.

This is an acceptable fact that firms put efforts to maximize shareholders wealth but there is growing demand that firms are also accountable to various stakeholders associated directly or indirectly with the firms' business activities. Investors now evaluate firm's performance not only from financial perspective but also consider environment, social, and governance (ESG) factors when taking investment decision. ESG is not visible in firm's annual financial reports but investors do not deny its significance when valuing firms. There are increasing interests in ESG by communities, professionals, and government bodies, and all are interested to keep it as part of firms' regular activity and have to relate it with firm performance and efficiency that affects firm value. Still, there are difficulties in integration of ESG factors into investment decision-making, but efforts are being put to overcome all the issues. Firms which consider ESG are in a good position to achieve their long-term financial goals as they are likely to attract capital, lower borrowing costs, mitigate risks, and maximize shareholders value.