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This case is intended to be part of a first-year MBA marketing course or a second-year elective in advertising, integrated marketing communications, market research, or marketing analytics. It provides students with two real advertising experiments and the challenges involved in executing them. It allows for discussion of the need for advertising experiments, and, at a more general level, the need to measure the return on marketing. Biases surrounding the field experiments provide an opportunity for discussion about the problems with establishing a causal relationship between advertising and sales.

Historically business education has put greater emphasis on rational analysis and the acquisition of instrumental and technical knowledge, while paying relatively scant attention to developing business students’ soft skills such as self- and social awareness and emotional intelligence through contemplative learning. In light of the growing need for more open and diverse ways of knowing that are more holistic, emotional, and aesthetic in management education, the authors present a 2 × 2 framework of arts-based pedagogy which helps organize various arts-based practices currently used in management education. The authors also share their personal reflections on using artful practices, specifically focussing on two individual-level experiential learning activities (i.e. museum visits and e-portfolio projects) and one group-based participatory art project. The authors further discuss why creative thinking and innovative arts-based practices can open up a new possibility for filling the gaps in current management education, especially in regard to developing students’ self- and social awareness and environmental consciousness in a more creative manner.

The extant literature on self-verification striving has primarily focused on employee recruitment and positive organizational outcomes, but there is insufficient research on its influence mechanism and boundary conditions. With taking charge as the mediating variable and authentic leadership as the moderating variable, this study aims to explore the relationship between self-verification striving and creative performance.

The authors collected 358 questionnaires from China. Linear regression was used to explore the influence mechanism and boundary conditions. Groups were classified by latent profile analysis, and differences among different groups were compared.

First, self-verification striving was significantly positively correlated with creative performance, and taking charge played a significant mediating role between them. Second, authentic leadership significantly positively moderated the relationship between self-verification striving and taking charge. Third, based on the willingness and action of self-verification striving, it was found that the taking charge and creative performance of the double high group was significantly higher than the high-medium group, while the double low group was significantly lower than the high-medium group.

First, this study makes up for the lack of influencing mechanism and inconsistency of research results between self-verification striving and employee outcomes. Second, the moderating effect of authentic leadership was proposed and verified, which enriched the universality of self-verification theory in Chinese context. Third, we found the differences in behaviors and outcomes among different groups, verified the uniqueness of self-verification striving in the Chinese context. It helps to explore the deep relationships that cannot be revealed by variables alone.

The purposes of the study were (1) to examine whether directional dominance between co-existing athlete brands and sponsor brands exists; (2) to explore whether directional dominance influences consumers' memory interference; and (3) to test whether brand interference interacts with directional dominance among brands to influence consumer evaluation and behaviors under multiple endorsement and sponsorship portfolios.

The research is a 3 (directional dominance: symmetric dominance vs. asymmetric dominance with existing vs. asymmetric dominance with newly endorsed brand) x 2 (brand memory interference: interference vs. no interference) between-subjects factorial design.

The results indicate that (1) directional dominance influenced consumer brand interference, and directional dominance interacted with brand interference on (2) brand evaluation and (3) purchase intention in multiple brand portfolios.

Considering that conventional single-sponsor sponsorship or single-endorser endorsement portfolios are increasingly rare, research on concurrent circumstances of multiple endorsers and multiple endorsed brands in multiple brand portfolios was necessary. By expanding and reconceptualizing the context of brand networks, this study provides empirical evidence on how the dominance and directionality between endorser and (existing and newly) endorsed brands—an athlete endorser's strong pre-existing association with an existing endorsed brand in particular—influenced consumer brand interference and the brand evaluation in multiple brand portfolios.

Drawing on the “conservation of resources” theory, the current study examines the mechanisms by which individual-focused transformational leadership (i.e. individualized consideration and intellectual stimulation) is associated with employees' taking charge by investigating the mediating roles of psychological capital and thriving at work.

A three-wave research study was conducted, and the data for the study included 220 employees’-supervisors’ dyads from Indian IT (information technology) organizations. Further, confirmatory factor analysis (CFA) was utilized to assess the measurement model, and study hypotheses were tested using Process macro.

The study results showed that individual-focused transformational leadership (IFTL) is strongly associated with psychological capital, thriving at work and taking charge. The findings of Process macro analyses indicated that IFTL, directly and indirectly, impacts taking charge behavior via psychological capital and thriving at work.

The study offers significant practical implications to managers, counsellors and HRM practitioners for crafting workplace interventions to augment employees taking charge behavior. The study findings would aid HRM practitioners in designing individualized-oriented leadership programs for building employees' positive psychological capabilities and thriving experiences for taking charge.

This paper broadens the existing leadership literature by proposing new pathways through which IFTL encourages employees to take charge. Mainly, research studies need to shed more light on leadership characteristics that influence employees' positive psychological behavior, that is psychological capital and thriving at work. Consequently, this study examined the underlying mechanism through which leadership, psychological capital and thriving interact to stimulate employees taking charge behavior.

Providing a service which reflects community needs requires data collection. The Public Libraries and Museums Act of 1964 requires local authorities to provide a comprehensive library service to those who may wish to make use of it. The Race Relations Act of 1976 requires local authorities to promote equality of opportunity in employment and service delivery. Together, library authorities are bound to ensure that services reflect the composition of their local populations through the provision of services that meet expressed needs.

This study aims to investigate how workplace resourcefulness (positive psychological climate), as well as personal resources (psychological capital [PsyCap]), influence work engagement to promote change-oriented organizational citizenship behaviors (Ch-OCBs) among Indian information technology (IT) personnel.

The social exchange theory and job demands-resources model are used to provide rationale for proposing a comprehensive mechanism including antecedents, moderators as well as mediators enabling Ch-OCBs among IT personnel. Structured questionnaires were administered targeting IT professionals and their supervisors to test the proposed relationships. The obtained data from 30 supervisors and 240 subordinates were tested using confirmatory factor analysis, SEM and moderated path analysis technique.

Psychological climate, PsyCap and work engagement positively relate to Ch-OCBs; PsyCap moderated the relationship between psychological climate and work engagement. Specifically, the relationship between psychological climate and work engagement has come out stronger for employees with high PsyCap. Work engagement fully mediated the relationship between psychological climate and Ch-OCBs.

The findings can be critical in promoting voluntary change-focused behaviors among Indian IT personnel, for Indian and foreign (non-Indian) multi-national corporations that are interested in reaping profits by availing change-driven extra-role services of their efficient and the most preferred Indian IT employees of the world.

This study addresses to the call for more research on change-focused promotive part of OCB and advances the literature by providing evidence on the proposed set of associations from fast-pacing Indian economy.