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The purpose of this paper is to consider a broadened suite of paradigmatic lenses to help better understand customer engagement during and beyond COVID-19. During this period of uncertainty and economic downturn, many customers are questioning their ways of living and being, and thus businesses are engaging customers in new and evolving ways. To appreciate this broadened realm of engagement requires researchers and businesses to embrace existential humanism as an alternative, yet complementary, paradigmatic lens.

This is a conceptual paper. The authors consider three distinct paradigmatic lenses on human (inter)action—economic rationalism, institutionalism and existential humanism—and apply these lenses to deepen the underlying theorizing of the customer engagement concept. Further, the authors illustrate how customers engage with businesses in distinct ways, seeking meaning congruent with the challenges faced during COVID-19.

The authors argue that the common tripartite model of cognitive, emotional and behavioral customer engagement, typically informed by reductionist and unilateral paradigmatic lenses, is insufficient to understand why customers seek to engage with businesses during and after COVID-19.

In providing a broader paradigmatic perspective, the authors make a plea for a stronger consideration and activation of spiritual engagement in marketing. The current COVID-19 environment challenges extant philosophical assumptions of engagement theorizing, which we address by way of existential humanism. The authors contribute through a more differentiated perspective of engagement, accounting for a broader spectrum of human experience. This enables more informed theorizing across levels of abstraction, while emphasizing diverse avenues for future engagement for a time even beyond COVID-19.

Many twenty‐first century academics engaged in the discourse of multicultural issues have misplaced their focus on polemics and platitudes. In the USA, students are not following a curriculum that will help them understand multiculturalism nor are they being given the tools to help shape the global community. The purpose of this paper is to discuss how a cosmopolitan curriculum is able to find new possibilities for students and teachers, in order to develop a better multicultural education. The end result will prepare individuals to become active participants in the global community.

The paper seeks to uncover the theory of cosmopolitanism into the discourse of public school curriculum and with a review of the literature, as well as the application to current global situations, seeks to apply a cosmopolitan curriculum to help the process of globalization.

It is the responsibility of educators to prepare students for a global community; through the curricular methods of a cosmopolitanism, one is able to do so.

The paper presents a unique perspective on how to take responsibility for creating a global community, which may begin in the classroom.

The unprecedented pandemic of COVID-19 is not a typical crisis. This crisis has irrevocably altered human behavior, most notably consumption behavior. The uncertainty caused due to economic insecurity and fears of death have resulted in a paradigm shift away from consumer materialism and toward consumer spiritualism. The present study examines the effect of various dimensions of “spirituality” on consumers’ conspicuous consumption of fashion. The study employs a descriptive empirical research design to determine the impact of multiple dimensions of spirituality on the conspicuous consumption of Generation Z in India. These dimensions include General spirituality belief, Global personal spirituality and reincarnation spirituality. Additionally, the moderating effect of dispositional positive emotion on the relationships mentioned above has been investigated.

The data were accumulated through purposive sampling from 517 Generation Z consumers and analyzed using structural equation modeling.

Reincarnation, general personal and global personal spirituality had a direct positive impact on conspicuous consumption of fashion. Dispositional positive emotion had a positive moderation effect between the reincarnation, general personal and global personal spirituality and conspicuous consumption.

The study will assist fashion brands and retailers in better understanding consumer behavior and associated opportunities and threats post COVID-19. For merchants and business owners in emerging countries, this study will help them to apply new techniques for keeping customers. It is useful to evaluate a shopper’s views towards spirituality, disposition and conspicuous consumption.

To consider Simone De Beauvoir's account of woman as Other, and particularly the appropriation of sexual difference, with reference to the gendered bifurcation and hierarchical organization of change management.

Through a review of relevant managerial texts, as well as a discussion of De Beauvoir's The Second Sex and related scholarship, the paper explores some of the ways in which men and women are “situated” within change management discourse.

Argues that within managerial discourse men are constructed as “effective” managers of change, whereas women are relegated to an “affective” support function, and that this can be understood as an appropriation of women's ascribed Otherness.

The paper contributes to the ongoing development of a critical, feminist approach to the study of management. While acknowledging the many limitations of her work, it makes the case for a reappraisal of De Beauvoir's thinking in this respect.

Although the idea of a therapeutic community (TC) has lost none of its dynamism, there are many modern‐day environments in which the original TC model has been unable to make headway. In recent years, new ideas have been emerging for the development of institutions and services that can be adapted to a wide range of psychological needs and settings, such as homelessness hostels and refuges. The psychologically‐informed environment (PIE) arises from the scope for reflective practice, leading to changes in day‐to‐day working ‐ including a more planned variant for high secure services. The PIE approach seems to offer greater flexibility in scope than the TC model. Nevertheless, such new approaches may yet need a clear values base; and the next article in this series will explore new ideas for the creation of ‘enabling environments’ in a still wider range of settings.

This study aims to serve as an important resource for customer engagement (CE) researchers by presenting a comprehensive, up-to-date and objective assessment of the status and evolution of the CE literature. This purpose is achieved through simultaneous consideration and separate analyses of both the marketing/service and hospitality/tourism literature where CE research dominates.

This study integrated three review techniques, including a systematic review technique, evaluative technique and relational technique, to present a state-of-the-art analysis of 236 articles. It provides an updated picture of scientific research on CE, as well as the thematic evolution and structure of the CE literature across the two disciplines.

Through a comprehensive review of the CE literature in marketing/service and hospitality/tourism domains, the present study findings build a robust foundation to evaluate how this strand of literature has developed and evolved over time. More importantly, a comparative and quantitative analysis of marketing/service and hospitality/tourism journals delivers actionable insight for hospitality and tourism scholars.

This study reframes the scientific knowledge regarding the evolution of CE literature, along with interrelation patterns, to advance relevant studies in hospitality and tourism. Findings offer a broadened perspective on the concept’s scholarly development and current research trends, thereby charting a new path for future research.

By adopting three review techniques, to the best of the authors’ knowledge, this state-of-the-art analysis is the first to compare and synthesize a large volume of marketing/service and hospitality/tourism research, assembling a springboard from which to evaluate how CE studies have developed.

While the customer brand engagement (CBE) research has advanced important insight, most studies to date explore CBE under regular, free-market conditions, yielding an important knowledge gap regarding its manifestation under less regular conditions, including disaster/pandemics. This study, therefore, aims to explore CBE with essential/non-essential service during COVID-19-prompted citizen lockdown.

Based on a review, the authors develop a framework of lockdown-based CBE with essential/non-essential service interactions, which are conceptualized by their respective capacity to meet differing needs in Maslow’s hierarchy. The authors view lockdown-based essential/non-essential service interactions to differentially impact CBE, as summarized in a set of propositions.

The framework depicts lockdown-based essential/non-essential service interactions and their respective impact on CBE. The authors propose two essential service modes (i.e. socially distant/platform-mediated interactions) and two non-essential service modes (i.e. service closure/platform-mediated interactions), which the authors hypothesize to differently affect CBE. Moreover, the authors view the associations between our lockdown-based service modes and CBE to be moderated by customers’ regulatory focus (i.e. promotion/prevention), as formalized in the propositions.

Given the authors’ focus on lockdown-based CBE, this paper adds unique insight to the literature. It also raises ample opportunities for further study, as outlined.

This study yields important managerial implications, including the suggested adoption of differing tactics/strategies to leverage promotion/prevention-focused customers’ brand engagement during lockdown.

By exploring the effects of lockdown-based essential/non-essential service modes on promotion/prevention-focused customers’ brand engagement, this paper adds novel insight.

The purpose of this paper is to close the gap between the theoretical nature of existing contributions in customer engagement value (CEV) and its need to practically empower business decisions. This is done by proposing a framework that consists of three techniques, each of which combines the components of CEV to make it more comprehensive and applicable. The paper also reviews and analyzes the work that has been done so far in the area of CEV whether in business to business (B2B), business to consumer (B2C) or consumer to consumer (C2C) markets.

CEV is a comprehensive term that measures the total value of the customer through capturing his transactional and non-transactional behaviors. Hence, it is an essential term for measuring the value of the customer in direct marketing. This motivates researchers to compete in developing models to maximize CEV. Meanwhile, most of the existing models are conceptual and the majority of them lack applicability due to many reasons. First, these models relied on a linear version of the CEV model, hence double-counting the value of the customer; also they weighted the components of CEV equally, which is unrealistic. Finally, the effect of the environmental components in determining the engagement level of each customer was almost ignored. In this paper, two main contributions are presented. First, a summary and analysis of the contributions of the literature in the CEV field for different market types whether in B2C, B2B or C2C. Furthermore, three modifications are added to the existing models. The first model introduces a non-linear relationship of the components of CEV. The second model is a weighted linear model of these components. Finally, the third model adds the environmental factors to the CEV components. All the proposed models are theoretical in nature, however, these models are expected to show superiority when being applied to real data sets due to their ability to capture the complexity in the relationship between the firm and its customers in real-life situations. The proposed models are expected to attract the practitioners and other researchers and they both are encouraged to apply the proposed models on real-life data sets, test their performance, compare them against each other, to be able to apply each of them on the best suitable data set and business scenario.

Based on the review and analysis that has been done on about 87 papers, it is found that the majority of the contributions that have been done in the area of CEV are theoretical in nature, in spite of the effectiveness of CEV in empowering business decision. It is also found that few researchers proposed a set of theoretical comprehensive frameworks that combined CEV’s components together. Meanwhile, those frameworks are not practically applicable.

Although the contribution of the proposed models expected to attract both researchers and practitioners, these are not applied to real-life case studies to prove their effectiveness.

The research in this paper has many industrial and managerial implications. First, it helps managers and decision takers to treat the customers as assets and cost-free resources who can work with the firm to achieve what’s both aims to (i.e. increase customer satisfaction and firm’s profitability). Second, it helps the firm to determine the total value of each customer and treat its customers accordingly. Third, it empowers the managers to do target marketing, based on grouping the customers upon their total engagement. This would save time and cost and for sure increase the profitability and customer satisfaction. Forth, the proposed models take into consideration not only the transactional behavior of the customers but also the non-transactional factors that play a significant role in formulating the relationship between the firm and its customers.

This is hereby to certify that the paper is original, neither the paper nor a part of it is under consideration for publication anywhere else. Also, this study has no conflicts of interest to disclose.

The purpose of this chapter is to shed light on humanistic knowledge traditions and highlight their value in informing educational administration and leadership curricula designed for graduate students. We argue that, despite their distinctive features, humanist traditions such as the Confucian, Buddhist, Islamic and European share many core values and practices that should be incorporated into the educational administration and leadership curricula. However, these traditions tend to be overlooked or marginalised by curriculum designers. We argue that incorporating these traditions into educational administration and leadership curricula can contribute to greater internationalisation and achieve a greater diversity. The chapter starts with an exploration of the origins, nature and definitions of humanism. The following parts discuss Confucian, Buddhist, Islamic and European humanist traditions and examine how they can contribute to shaping educational administration and leadership curricula.

The aim of this paper was to describe the aesthetics of self-realization as a way to overcome depersonalization, routinization, and linear temporality in the organizational setting. Artists’ self-portraits (Rembrandt, Van Gogh, and Dali) are used as metaphors of organizational life. In doing so, they could enable organizational members to reinvent modes of thinking, speaking, and behaving in the workplace. Philosophical novels (Kafka, Proust, and Murakami) could also unveil hidden aspects of human existence that are quite relevant for the organizational life. Artists’ self-portraits and philosophical novels could then help organizational members to avoid estranged depersonalization, while designing their own project of self-realization. Reinventing the real world of organizational life implies to emphasize both moral imagination (against routinization) and openness to all kinds of temporality (against linear temporality). Describing the aesthetics of self-realization could make organizational members more aware of their capacity to endorse radical humanism without destroying the organization itself.