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This study aims to identify the determining factors of perceived altruism and attitude toward an inclusive sponsorship activation, as well as the impact of these variables on the attitude toward the sponsor.

Online survey data were obtained from 1,228 respondents from France, the UK and South Africa. The data were analyzed using partial least squares structural equation modeling (PLS-SEM).

The results show that the cause-brand fit has a strong positive impact on the perceived altruism toward the motivations underlying inclusive activation, while skepticism toward advertising has a very weak negative impact. In return, perceived altruism positively influences the attitude toward inclusive activation and sponsor attitude. Furthermore, this attitude toward inclusive activation is positively influenced by involvement in women’s soccer and France men’s national football team identification. The attitude toward inclusive activation also positively influences the attitude toward sponsor attitude. However, contrary to what had been advanced, identification with the France women’s national football team and the nationality of the respondents (French, British or South African) had no impact on the attitude toward inclusive activation, while the perceived importance of the cause had very weak impact on attitudes toward inclusive activation.

This study highlights the potential benefits of investing in inclusive sponsorship activations, particularly with respect to their positive impact on consumer attitude toward sponsor attitude. It also highlights the importance of establishing, in advance, a strong association between the brand image and the cause supported, so that the motivations underlying the inclusive activations are perceived as more altruistic.

Despite the popularity of gig employment amid the changing business landscape, gig scholarship is somewhat limited and the untold reality about gig is yet to be fully revealed. This study aims to critically address the nature of gig employment, its ambiguities, evolution, theoretical premises and the appropriate future road ahead.

This paper adopts a dual analytical approach – bibliometric and thematic analyses. After incorporating the exclusion–inclusion criteria, the authors identified 2,135 articles for the bibliometric analyses by using VOSviewer. Additionally, for the deep-delving synthesis, the authors conducted thematic analyses following Braun and Clarke (2006), based on 351 papers.

The findings revealed that gig work, in its different forms, is emerging as an alternative work arrangement with respect to the future of work. This study also identified multilevel perspectives of gig employment along with its holistic nomological network. Finally, this study offers some critical research directions that should help enhance the theoretical and practical strengths of this nascent scholarship in future.

The review findings are limited in nature owing to the paucity of quality research papers published in the said domain.

The paper brings more clarity to what gig is and isn’t, along with its critical perspectives from multilevel lenses.

This paper identifies critical perspectives related to gig work and suggests appropriate directions for future gig work related scholarship.

There has been a lot of research on how to set marketing budgets, but the overlooked aspect was how allocating funds influences business performance in a multi-goal context. This study aims to examine the relationship between business performance, the process of allocating funds to multiple goals and the interaction among the goals.

Ratio data were generated through “a constant sum scale” from a sample of 362 managers from the B2C sector, besides data on after-tax revenue for two years. The data file was created. Then, a factor analysis was performed on the data. Furthermore, an econometric model with interaction terms was fitted to the data.

The results show that allocating funds to multiple marketing goals – demand generation, customer experience, brand image, marketing competency and purchase intention – influences business performance. Furthermore, a goal’s impact on business performance is higher when coupled with other goals than in isolation.

The findings of the study should assist managers in increasing revenue while spending less on marketing and shifting funds from less efficient goals and pairs of goals to highly efficient ones.

By extending the relevant theory on the relationship between the process of marketing fund allocation, multiple goals and business performance, this study contributes to the literature on marketing.

We conduct a multidisciplinary systematic literature review on climate neutrality in the supply chain. While carbon neutrality has gained prominence, our study argues that achieving carbon neutrality alone is not enough to address climate change effectively, as non-CO₂ greenhouse gases (GHG) are potent contributors to global warming.

We used multiple databases, including EBSCO, ProQuest, Science Direct, Emerald and Google Scholar, to identify articles related to climate neutrality in the context of non-CO₂ gases. A total of 71 articles in environmental science, climate change, energy systems, agriculture and logistics are reviewed to provide insights into the climate neutrality of supply chains.

We find that, in addition to CO₂, other GHG such as methane, nitrous oxide, ozone and fluorinated gases also significantly contribute to climate change. Our literature review identified several key pillars for achieving net-zero GHG emissions, including end-use efficiency and electrification, clean electricity supply, clean fuel supply, “GHG capture, storage and utilization,” enhanced land sinks, reduced non-CO₂ emissions and improved feed and manure management.

We contribute to the literature on climate neutrality of supply chains by emphasizing the significance of non-CO₂ GHG along with CO₂ and highlighting the need for a comprehensive approach to climate neutrality in addressing climate change. This study advances the understanding of climate neutrality of supply chains and contributes to the discourse on effective climate change mitigation strategies. It provides clear future research directions.

The global financial crisis (GFC) has undermined the legitimacy of orthodox neo-classical economic assumptions, which nevertheless continue to frame the philosophical assumptions of teaching in business schools. The purpose of this paper is to make a case in favour of an expansion of the business school curriculum to incorporate behavioural economics. The paper will also contend that behavioural economics can be connected to social economics, as they are both heterodox in this study and analyse economic phenomenon outside of a neo-classical framework. The aim is to contribute to arguments for an expanded curriculum, beyond the framing assumptions of neo-classical rationalism. This paper will also support its case by reviewing behavioural economics to make the case that this literature can be connected to social economics. This assertion is based on shared connections, including the importance of Kantianism in behavioural economics and in social economics. These connections will be discussed as a common point of reference points, or ties that can serve to broker links between these two economic paradigms. Practical implications (if applicable) the GFC presents an opportunity to re-shape the business school curriculum to acknowledge the centrality of socio-economics and behavioural economics, and consequently to offer an alternative to the dominant ontological assumptions – taken from the economic understanding of rationality – that have previously underpinned business school pedagogy.

The paper presents an inter-disciplinary teaching case, which incorporates socio-economic and behavioural economics perspectives. The teaching case concerned a socio-economic understanding of corruption and white-collar crime. It was also inter-disciplinary to include inputs from business history and criminology. The teaching case developed an appreciation among students that corruption, white-collar crime and entrepreneurship can be analysed within a social economics and behavioural economics lens.

The teaching case example discussed an alternative socio-economic and behavioural economics understanding to core areas of the MBA curriculum with the potential to be included in other academic disciplines. This enabled students to apply a behavioural economic approach to white-collar crime. The findings derived from this case study are that behavioural economics has the potential to enhance the teaching of socio-economics.

The originality of this paper is to apply behavioural economics to a socio-economic teaching case, in core subject areas of the MBA curriculum.

This paper explores how Airbnb hosts' experiences with and responses to the coronavirus disease 2019 (COVID-19) health crisis may differ according to their motivations to host and to the type and spatial layout of their Airbnb accommodation. Based on these insights, the paper reflects on the lessons that are learned for the future of short-term rentals.

This is a qualitative multi-method small-scale case study, which relies on in-depth interviews and a focus group discussion carried out with a group of hosts affiliated to the Airbnb Host Community in Aarhus, Denmark. Informed by an interpretivist approach, the study aims to make sense of people's subjective experiences with hosting on the Airbnb platform, and how they have continued and adapted their hospitality practices during the pandemic.

Participants' adaptive practices vary according to their motivations to host and the type of accommodation that they rent out. Although all hosts in this study now implement more intensive cleaning practices, hosts who stay with their guests onsite tend to take stricter preventative measures to avoid contamination and transmission of the virus in their social interactions with guests. On the contrary, hosts who rent out their entire properties and have minimal contact with their guests found themselves less affected by the pandemic's impacts and have had a continued demand for their properties.

The COVID-19 pandemic has unevenly affected Airbnb hosts. Hosts who share their homes with guests require different adaptations to their daily behaviour and cleaning practices at home than hosts who do not stay with their guests and rent out entire properties. However, unlike professional hosts who largely or solely rely on Airbnb for their income, occasional home-sharing hosts tend to be more flexible in coping with cancelled or fewer bookings.

This study provides novel insights into the uneven impact of the COVID-19 pandemic on participants in the platform economies of tourism. It contributes to existing literature on the impacts of the pandemic on Airbnb's operations by showing how hosts' adaptive practices are informed by their subjective living conditions and the type of accommodation they can offer their guests.

Compared to the years prior to the COVID-19 pandemic, more workers today seemingly have choice over where, when and how they do their work. However, gender inequalities at work and at home persist, which may impact perceptions of choice. Thus, researchers must investigate the potential impact of gender and domestic responsibilities on perceptions of work-related options, including perceptions of workspace choice.

Using an original dataset with workers in North America, South America, Europe and Asia (N = 3,147), the authors conducted logistic regression analyses to explore whether workers felt they had a choice in where they do their work (workspace choice). In addition to gender, the authors considered the effect of domestic responsibilities (childcare and housework) on worker perceptions of workspace choice.

In the paper's initial regression, the authors found that men (OR: 1.24; 95%CI 1.04–1.48) as well as workers reporting that a partner was responsible for all or most of the housework (OR: 1.80; 95%CI 1.34–2.40) and childcare (OR 1.51; 95%CI 1.09–2.09) reported feeling a greater sense of workspace choice. Simultaneously, follow-up regression analyses found that women and men whose partners had a greater share of domestic responsibility had amplified perceptions of choice. However, surprisingly, men who claimed primary responsibility for domestic work also reported more choice over workspace.

Using an international sample, the authors explore gender inequities in worker perceptions of workspace choice. The authors' findings suggest that domestic responsibilities interact with gender in interesting ways, leading to differences in perceptions of choice in the post-pandemic workplace.