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Anchored in the theories of brand gestalt and stakeholder perspectives, this study aims to undertake a comprehensive examination of the brand gestalt concept, emphasizing its multidimensional nature and the process of co-creation.

Focused within the context of the Wonderful Indonesia brand, the research draws upon a rich qualitative data set derived from in-depth interviews conducted with 18 international tourists, supplemented by netnography (or internet ethnography) of websites, social media and online articles related to Wonderful Indonesia. Using grounded theory methodology, the qualitative data undergo rigorous analysis to identify emergent themes and patterns.

The research elucidates the four dimensions (4S) comprising brand gestalt: storyscapes, sensescapes, servicescapes and stakeholderscapes. Each dimension is further delineated into essential categories, providing a comprehensive understanding of brand gestalt. This study highlights the collaborative nature of brand gestalt, emphasizing the involvement of multiple stakeholders in shaping the brand's identity and perception. Consumer perceptions of co-creation are identified as significant contributors to brand gestalt, enhancing the brand's value proposition.

Destination management and practitioners can use the insights from the research to refine their brand management and marketing strategies by leveraging the dimensions of brand gestalt. Recognizing the collaborative construct of brand gestalt can guide businesses in fostering meaningful relationships with stakeholders and aligning branding efforts with collective visions. Understanding the role of consumer co-creation in brand development can inform strategies aimed at enhancing brand equity and fostering consumer loyalty.

This study extends existing literature on brand gestalt by providing a comprehensive examination of its four dimensions and essential categories. By emphasizing the collaborative nature of brand gestalt, this study contributes to advancing the understanding of brand co-creation paradigms. The identification of consumer perceptions of co-creation as a significant factor in brand gestalt adds novel insights to the literature, offering valuable implications for brand management and marketing strategies.

This paper aims to examine the research conducted between 1938 and 2023 on applying Gestalt principles in management research, focusing on publishing and citation trends in this field.

A systematic literature review was conducted using PRISMA criteria, forming a three-phase strategy. A total of 394 articles from the Scopus database were reviewed. Bibliometric analysis involving co-citation and co-word analysis was used to explore the intellectual structure of the research area.

Eight application clusters were identified through co-citation analysis using Gestalt as a keyword. Co-word analysis revealed key themes and keywords over the period. Substantial literature exists on topics like organization, strategy, physical servicescape, coaching, learning and human resource management. However, Gestalt principles are minimally applied to online retail, social media, website design, mobile app design and emerging areas like Industry 4.0.

The study suggests that Gestalt principles can enhance marketing, communication, decision-making and leadership, according to the study. Understanding Gestalt concepts and how different industries adapt and apply them helps enable cross-industry learning, where successful strategies from one sector can be creatively implemented in others to solve problems.

This study fills a significant gap in the literature by highlighting the underexplored application of Gestalt principles in emerging business and management sectors. It provides a comprehensive discussion on future research directions and identifies specific areas where Gestalt principles can be innovatively applied, offering fresh insights and expanding the theoretical and practical understanding of their utility in modern business contexts.

Brand gestalt has emerged as a crucial concept in marketing and branding, denoting the holistic perception and overall impression that consumers develop about a brand. This concept gains significance as it serves to measure the overall identity of a brand. Despite its importance, both empirical and theoretical exploration of this concept remains limited, particularly in the context of place branding. The present study aims to bridge the theoretical gap surrounding the interplay between brand gestalt, tourist attitude and loyalty within the city branding domain. In particular, it aims to comprehensively explore the dimensional impact of city brand gestalt (CBG) on tourist attitude, satisfaction and loyalty.

The primary data were collected through a self-administered online questionnaire containing 35 items, developed and adapted from the literature review. A total of 314 samples of Bitung City visitors were recruited, resulting in a 79% response rate. Structural equation modeling was performed using SmartPLS 3 to validate the research hypotheses.

The findings of the study indicate that CBG has a substantial and positive influence on tourist attitudes, satisfaction and loyalty. Furthermore, it was discovered that tourist attitude and satisfaction play a partial mediating role in the relationship between CBG and tourist loyalty.

This study is a seminal contribution to understanding the link between CBG, tourist attitude, satisfaction and loyalty. It offers valuable insights for city destination management in designing strategies and interventions to foster positive tourist attitudes, increase satisfaction and sustain loyalty. In particular, it emphasizes the necessity of ongoing investments in maintaining a positive holistic brand experience (i.e., brand gestalt) that aligns with evolving expectations. The study highlights the need to develop a compelling narrative and consistent messaging tailored to the target audience's values and aspirations. Additionally, it underscores the importance of providing exceptional sensory experiences that appeal to the target audience.

To the best of the authors' knowledge, this study is among the first to examine the role of brand gestalt in the context of city branding. Understanding the holistic interaction of the four brand gestalt elements – story, sensescape, servicescape and stakeholders – is crucial for fostering tourists' positive attitudes, satisfaction and loyalty toward urban destinations. The proposed CBG model offers a conceptual framework to guide future research in city branding.

The purpose of this investigation is to scrutinize the unexplored realm concerning the interplay of hospital brand gestalt on patient satisfaction and revisit intentions.

A self-administered online survey was conducted with 227 patients who had stayed at and received health-care services from a private hospital in the city of Manado, Indonesia, within the past 12 months. The quantitative data were subsequently analyzed using a structural equation model with the assistance of Smart PLS statistical software.

The results suggest that the hospital brand gestalt significantly and positively influences patient satisfaction, which, in turn, leads to patients’ intentions to revisit. Furthermore, patient satisfaction serves as a significant mediator in the relationship between brand gestalt and revisit intentions.

This study enhances the comprehension of brand gestalt’s influence on customer attitudes and behaviors within the health-care context, contributing to the expanding body of literature concerning holistic brand perception. For health-care providers, the study underscores the significance of creating a uniform and distinctive brand experience to boost patient satisfaction and cultivate loyalty. In summary, this study paves the way for strategic branding initiatives in health care, ultimately enhancing patient experiences and organizational outcomes.

For health-care providers, this study emphasizes the importance of crafting a consistent and differentiated brand experience to enhance patient satisfaction and foster loyalty. Overall, this study opens avenues for strategic branding efforts in health care, ultimately improving patient experiences and organizational outcomes.

While there is a growing interest in the role of brand gestalt in marketing research, there is still a need for more empirical research to explore the link between brand gestalt, customer satisfaction and revisit intention. Surprisingly, to the best of the authors’ knowledge, no previous studies have investigated the role of brand gestalt in the context of health care.

This paper aims to investigate the interactive effect of Gestalt versus non‐Gestalt situations, and arousal seeking tendency (AST) on customers' pleasure and arousal with matching color and music to hotel bars and hotel guest rooms; thereby providing guidance for service providers.

This is an experimental design study with four treatments. Fictitious hotel bar and guest room video clips were created with the appropriate manipulation of color schemes and music as independent variables. After the video clip was shown, subjects were asked to complete a survey instrument. The hypothesized model was then tested.

The results showed that the interactive effect of Gestalt versus non‐Gestalt, and AST on an individual's pleasure and arousal are both positive and statistically significant. As an individual's AST increases, both the arousal score and pleasure score increased in Gestalt situations (dynamic bar and tranquil guest room) and decreased in non‐Gestalt situations (tranquil bar and dynamic guest room).

Only jazz music and a specific type of hotel bar and hotel guest room settings with a limited target market were utilized. Similarly, the color schemes that were included were the two extremes (dynamic and tranquil). Results can be generalized to other similar settings only with caution.

Hospitality firms should design spaces taking into account the holistic or Gestalt effect of objective elements of a servicescape. Managers should understand that individual uses of a servicescape and reactions to objective servicescape elements will be different depending on a specific type of servicescape.

No research has been done investigating the effects of the color and music combined in two distinct service settings. The value of assessing effects of different settings is demonstrated.

The purpose of this paper is to expand understanding of how Gestalt psychotherapy theory and practice can support the facilitation of change management efforts in organisations.

The methodology is based on action research approach in which the author has applied Gestalt principles to her work as a change management practitioner. Case study material is used to support the development of an emergent model for change management based on Gestalt psychotherapy theory and praxis.

This paper emphasises the need to attend in change management efforts to three interrelated capabilities: Sensing, Supporting and Sustaining. Together these emphasise the need to track and stay responsive to the organisational environment; to ensure the right amount of support and challenge is present in the change effort and finally, to provide a focus on experimentation and the embedding of learning for sustainable change.

This contribution is limited by looking at only four cases in the private sector and the current paper should be considered as a preliminary/exploratory research.

This study has two key implications for scholars and practitioners. First, it shows the usefulness of continuous sensing into the phenomenological experience of the organisation throughout the lifetime of a change project. Second, this study shows that learning and experimentation with new ways of being is crucial to an organisation that wants to grow and remain fluid and responsive to its environment.

This article offers a conceptualisation of how the theory and practice of relational Gestalt psychotherapy theory can shape the practice of organisational development practitioners. Its uniqueness lies in that it offers to Gestalt practitioners a sense of the applicability of Gestalt theory to large‐scale organisational interventions; and for non‐Gestalt informed OD practitioners it offers new insights into a theory base that promotes a relational, holistic and emergent view of change.

This research aims to investigate the moderating impact of product shadows in gestalt versus component product frames on ad effectiveness perceptions. It offers insights on shadow-compatible and incompatible modes of product presentation color as well as consumer visual processing modes that offer optimal advertising effectiveness.

This research begins with a content analysis of some popular print magazines and builds on qualitative findings from interviews conducted with two industry executives. It then undertakes four experiments to test the proposed hypotheses following a more deductive approach.

Results reveal that incorporating product shadows increase ad effectiveness for gestalt products presented in black-and-white, but lower ad effectiveness for component products presented in color. Additionally, ad effectiveness for a gestalt (component) product presented in black-and-white (color) increases (decreases) in the presence of product shadow when consumers are currently processing in a compatible, gestalt (component) visual mode.

In addition to extending the limited marketing research on product shadows, this research contributes to the literature studying information communication theory (ICT) and advertising effectiveness, Construal-Level Theory (CLT), Heuristic–Systematic Model (HSM) of information processing and stylistic visual cues used in advertising.

This research is focused on advertising effectiveness, providing a tangible outcome of interest to practitioners. An optimal use of this simple, inexpensive and stylistic ad element can help managers design effective communications without forgoing established brand equity.

Limited marketing research on product shadows has only looked at their impact on product luxury implications (Sharma, 2016), experiential versus functional brand evaluations (Sharma, 2018) and product heaviness perceptions (Sharma and Romero, 2020). To the best of the authors’ knowledge, this work is the first to investigate specific gestalt versus component product contexts and the role of black-and-white and colored product presentations, along with specific consumer visual processing modes where shadows either increase or decrease the overall ad effectiveness.

Critical Theory was, more than anything else, a determined effort to keep alive the notion that there were alternatives to the existing cognitive order, one that seemed to find necessity in the contingent (and irrational) order of mature capitalism. Herbert Marcuse famously paid tribute to the power of the Imagination to destroy the illusion of the absence of alternatives to the existent, developing both an esthetic social theory and a social theory of esthetics. Yet the founder of Critical Theory, Max Horkheimer, was always suspicious of the Imagination, seeing it as predominantly a reproductive and not productive faculty – something that strengthened the hold of the existent on us, not the reverse. I argue that some of Horkheimer's interpretation of the role of the Imagination is rooted in his early work on Kant's Third Critique, which was conducted under the imprimatur of Gestalt psychologist Hans Cornelius. Thus suggests that there may be more connection between Horkheimer's early Gestalt-influenced thinking and his later work, and may even suggest possible directions for a post-Freudian critical theory.

While recent research has referred to a cognitive view on “business modelling,” it remains unclear in specifying the cognitive foundations of how such modelling happens. This paper proposes building on heuristics as models of individual cognition, which have proved effective foundations of adaptive individual and managerial behaviors. By also drawing on gestalt theory to specify principles of modelling as rule-based form giving, we propose business modelling as a managerial cognitive process of configuring heuristics. The paper makes three contributions. First, we introduce heuristics to the business modelling literature and so provide an established theory of adaptive individual behavior that strengthens the cognitive foundations of business modelling. Second, we conceptualize and theorize on the cognitive activity of business modelling as an iterative process of configuring heuristics by applying gestalt principles. Although the literature on business models has referred to the theories of configurations and gestalt, it has been left to this work to make the theoretical linkages between heuristics, gestalt theory and business modelling explicit. Third, our work contributes to the micro-foundations of the cognitive processes underlying business modelling and thus to broader accounts of adaptive managerial behaviors.

The development of Gestalt thinking, especially the work of Fritz Perls, is reviewed. It is suggested that the Gestalt process has been marred in the past by placing too much power with the therapist. Gestalt can be used more appropriately in Interpersonal Skills Training by giving more real involvement to the learner.