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This introduction to the volume Atmospheric Turn in Culture and Tourism: Place, Design and Process Impacts on Customer Behaviour, Marketing and Branding (Emerald) positions the atmospheric turn in the context of recent paradigmatic turns such as the linguistic turn, iconic turn, cultural turn, spatial turn, mobility turn and design turn. The specific contribution of the atmospheric turn is its profoundly holistic interest in overarching connections which are perceived with all senses and include both matter and idea. With its 22 chapters, this volume sets out to sharpen the atmospheric gaze and perception in research and beyond.

The purpose of this paper is to propose cultural equity as a construct to better understand the characteristics that define a culturally symbolic brand and the downstream consequences for consumer behavior and nation branding in the era of globalization.

This paper is an empirical investigation of the knowledge and outcome aspects of cultural equity with a total of 1,771 consumers located in three different countries/continents, 77 different brands as stimuli, and using a variety of measures, surveys, lab experiments, procedures and consumer contexts.

Cultural equity is the facet of brand equity attributed to the brand's cultural symbolism or the favorable responses by consumers to the cultural symbolism of a brand. A brand has cultural equity if it has a distinctive cultural symbolism in consumers' minds (brand knowledge aspect of cultural equity: association with the central concept that defines the culture, embodiment of culturally relevant values and embeddedness in a cultural knowledge network), and such symbolism elicits a favorable consumer response to the marketing of the brand (outcome aspect of cultural equity: favorable evaluations and strong self-brand connections).

This paper offers a framework that allows marketers to develop cultural positioning strategies in hyper-competitive and globalized markets and identify ways for building and protecting their brands' cultural equity.

This paper advances our understanding of brands as cultural symbols by introducing cultural equity and integrates prior research on brand equity, cross-cultural differences in consumer behavior, country-of-origin effects and nation branding.

To introduce the concept of cultural equity and provide a theoretical framework for managing cultural equity in multi-cultural markets.

Recent research on the social psychology of globalization, cross-cultural consumer behavior, consumer culture, and global branding is reviewed to develop a theoretical framework for building, leveraging, and protecting cultural equity.

Provides an actionable definition for a brand’s cultural equity, discusses consumer responses to brands that relate to cultural equity, identifies the building blocks of cultural equity, and develops a framework for managing cultural equity.

Research conducted mainly in large cities in North and South America, Europe, the Middle East, and East Asia. Generalizations to less developed parts of the world might be limited.

A very useful theoretical framework for managers interested in building cultural equity into their brands and for leveraging this equity via new products and the development of new markets.

The paper integrates past findings across a variety of domains to develop a parsimonious framework for managing cultural equity in globalized markets.

The purpose of this paper is to extend current conceptualizations of multicultural individuals by mapping the underlying elements of knowledge, identification, commitment and internalization as components of multicultural identity. It aims to extend discussions of how multicultural individuals manage their multiculturality.

The paper draws primarily on extant works on multicultural individuals and identity. The paper reviews a number of concepts relevant to multicultural identity to introduce the existence of a population called n-Culturals who represent a complex type that exists on one extreme of a continuum of multicultural identity. The paper derives a theory of n-Culturalism which represents a more nuanced theory of the multicultural identity.

n-Culturals recognizes that elements of multicultural identity exist within individuals to a greater or lesser extent and that their combination results in a comprehensive understanding of the entire range of multicultural identities. n-Culturalism extends current views that multicultural individuals maintain multiple saliences of their identities rather than switching modes to manage their multiculturality.

The conceptual nature of the paper implies that there are no existing empirical data apart from anecdotal examples; at the same time this fact provides ample opportunities to test the theory.

First, the findings provides an understanding of multiple cultural influences on acculturative stress and on performance across a range of domains as well as measuring multicultural identity. Second, by understanding the way in which n-Culturals develop the authors may gain valuable insights in modeling this process.

The paper develops a new theory of approaching the challenges faced by multicultural individuals, that is, how to manage their multiculturality. The theory goes beyond current views of switching modes or suppression, and suggests maintaining and balancing multiple identities.

How can we take multimodalities (the discursive, material, spatial, visual, emotional, embodied, etc.) of institutions seriously? In contemplating the implications of the “multimodal turn” (broadly defined) for institutional inquiry and theory, I first situate it within its intellectual current in the social sciences more broadly. I then use three ethnographic vignettes from Israeli high-tech conferences, all centering on “place” (as a – presumably first and foremost – geographical and material reality) to highlight the shortcomings of a “weak” multimodal approach and the promise of a “strong” one. Finally, I suggest ways to capture multiple modalities within an integrated account and discuss the challenges entailed in an institutional inquiry undertaken to acknowledge, and conceptualize, non-linguistic realities.

The purpose of this paper is to look back since the first edition of what was then Women in Management Review as a way of looking forward to suggest a future potential.

The paper draws on some historical work on issues central to the literature and practices associated with women/gender in management. It also draws on feminist theories to outline what the author calls “testings” – theoretical, conceptual and activist challenges – to some of that early thinking.

The paper emphasises the importance of differentiating women in order to understand the complexity of inequalities, and white middle class women's part in reproducing inequality. In addition, the different theoretical turns have emphasised the multiple and intersecting sources of discrimination – economic, cultural, psychosocial, social, linguistic and ideological.

The paper offers insights into gender in management, histories and futures.

This chapter informs current research and practice in organization development and change (ODC) with an actionable knowledge of the social science philosophies. It adds value to the scholarship of ODC by charting the progression of philosophies of social science, by showing how researchers in ODC structure their inquiry based on the inherent philosophical dimensions, and by offering useful and actionable knowledge for research and practice. The aim of the chapter is to reflect on the practice of ODC as a social science and to consolidate its social science philosophies so to provide solid philosophical and methodological foundations for the field.

Policy change is frequently framed as resulting from governmental strategy based on explicit preferences, rational decision making and consecutive and aligned implementation. The purpose of this paper is to explore the theoretical perspective of institutional work as an alternative approach to understanding policy change, and investigates the construction of resources needed to perform such work.

The paper is based on a case study of the process wherein the idea of cultural and creative industries was introduced into Lithuanian cultural policy. The main data generating methods are document studies and qualitative interviews.

The analysis demonstrates the ways in which the resources needed to perform institutional work are created through the enactment of practice, and through the application of resourcing techniques. Three such techniques are identified in the empirical material: the application of experiences from other fields of practice, the elicitation of external support, and the borrowing of legitimacy.

The study offers an alternative approach to studies of policy change by demonstrating the value of institutional work in such change. Further, it contributes to the literature on institutional work by highlighting how instances of such work, drawing on a distributed agency, interlink and connect to each other in a process to produce policy change. Finally, it proposes three interrelated resourcing techniques underlying institutional work.