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Because brand addiction is one of the most intense forms of consumer–brand relationships, this type of behavior has recently attracted the attention of researchers in the field of consumer behavior management. The purpose of this paper is to investigate the antecedents and consequences of brand addiction among Iranian consumers.

This research used a cross-sectional study based on a questionnaire to collect data from a sample of 401 people in Iran. Structural equation modeling was used to test the hypotheses.

This study found that brand love and brand involvement significantly influence brand addiction. Brand addiction was also positively associated with contingent self-esteem (CSE), compulsive shopping and resilience to negative information. Additionally, the results revealed a positive and significant effect of brand involvement on brand love and a similar positive and significant effect of CSE on compulsive shopping.

By examining the antecedents and consequences of brand addiction in an Islamic country, this research offers valuable insights that can enrich the literature on brand addiction in consumer behavior and brand management.

This study aims to examine millennial consumers’ intentions towards purchasing eco-friendly products in the emerging Arab nation of Oman, focusing on the moderating role of eco-labelling (EL).

Environmental knowledge (EK) and environmental concern (EC) are integrated into the theory of planned behaviour (TPB) framework as independent variables, along with EL as a moderating variable. The data was collected through a self-administered survey and consisted of 705 random responses that was tabulated and analysed through the structural equation modelling technique.

ECs, subjective norms (SNs) and perceived behavioural control (PBC) significantly influence consumer attitudes towards green eco-friendly products. Consumers’ EK and attitudes positively influence the purchase intention (PI) to make green purchases. SNs and PBC substantially influence consumer attitudes towards adopting green products. However, the findings reveal a non-significant moderating influence of EL on the relationship between EC and PI for millennial Omani consumers.

The findings are limited to only one Arab country, Oman, which limits the scope of the study. This study contributes to the TPB by using additional dimensions to examine the green purchasing behaviour of millennials.

Marketers can use these insights to develop strategies that emphasise the environmental benefits of products, leverage social influences and empower consumers to make environmentally conscious choices. Incorporating EL and green packaging can enhance the visibility and attractiveness of green products.

Promoting environmental education, awareness campaigns and policy interventions that highlight the importance of eco-friendly product choices can foster more sustainable consumption patterns among Arab consumers.

To the best of the authors’ knowledge, this is the first study to examine the green PIs of millennials in an Arab context, specifically focusing on the moderating role of EL.

This study examines the direct and indirect effects of organizational environmental orientation (EO)/culture, quality management practices (QMP) and sustainability experience (SE) on the relationship between organizational green practices (GP) and the triple bottom line (TBL) of sustainability performance (SuP).

To test the seven hypotheses, a structured questionnaire was used to collect data. The responses of 365 managers from various USA businesses in the service industries were analyzed using IBM SPSS and structural equation modeling (SEM)-AMOS.

The empirical results indicate that positive SuP in the economic, environmental and social dimensions and organizational GP can be improved by a strong culture of EO, effective QMP and substantial SE.

This research fills the gap in existing research between important organizational and environmental priorities and SuP. Consequently, the study provides managers with important strategic guidance: for environmental practices to achieve profitability and sustainability success, companies must promote an environmental-mindful culture and strategically invest in integrated QM systems.

This research is one of the first that explores how organizational environmental culture and QMP affect directly and indirectly the relationship between GP and SuP. These results provide empirical evidence to support the claim that environmental culture and QMP have significant direct and indirect effects on the relationship between GP and SuP dimensions.

The aim of this paper was to delve into the underlying mechanism of the relationship between environmental knowledge and green purchase intentions, using an extended model based on the knowledge-attitude-behaviour (KAB) theory.

The parallel and serial mediation effects of environmental concern, green perceived value and green attitude were examined using PROCESS macro (Models 4 and 6). Data were collected from 395 youth in three different cities in India using a purposive sampling method.

The study’s findings revealed that environmental concern, green perceived value and green attitude act as parallel and sequential mediators between environmental knowledge and green purchase intentions. However, the direct impact of environmental knowledge on green purchase intentions was deemed insignificant. In essence, environmental knowledge, along with environmental concern and green perceived value, significantly contributes to the formation of attitudes conducive to green purchase intentions.

The present study theoretically contributes to green behaviour research by proposing and testing an extended model of KAB theory with parallel and serial mediations in the Indian context. The model explores the underlying mechanism of the relationship between environmental knowledge and green purchase intentions in detail.

Patriotism is often described as the “love of country” that individuals display in the acclamation of their national community. Despite the prominence of this sentiment in various societies around the world, organizational research on patriotism is largely absent. This omission is surprising because entrepreneurs, human resource (HR) divisions, and firms frequently embrace both patriotism and patriotic organizational practices. These procedures include (among other interventions) national symbol embracing, HR practices targeted toward military members and first responders, the adulation of patriots and celebration of patriotic events, and patriotic-oriented corporate social responsibility (CSR). Here, the authors argue that research on HR management and organization studies will likely be further enhanced with a deeper understanding of the national obligation that can spur employee productivity and loyalty. In an attempt to jumpstart the collective understanding of this phenomenon, the authors explore the antecedents of patriotic organizational practices, namely, the effects of founder orientation, employee dispersion, and firm strategy. It is suggested that HR practices such as these lead to a patriotic organizational image, which in turn impacts investor, customer, and employee responses. Notably, the effect of a patriotic organizational image on firm-related outcomes is largely contingent on how it fits with the patriotic views of other stakeholders, such as investors, customers, and employees. After outlining this model, the authors then present a thought experiment of how this model may appear in action. The authors then discuss ways the field can move forward in studying patriotism in HR management and organizational contexts by outlining several future directions that span multiple levels (i.e., micro and macro). Taken together, in this chapter, the authors introduce a conversation of something quite prevalent and largely unheeded – the patriotic organization.

Consumers by and large today look for economic growth and benefits without compromising on socio-environmental well-being. Having said that, it is imperative to note that consumers' consciousness may not essentially lead to sustainable purchases. This chapter aims to examine the role of both sustainable purchase intention and post-purchase dissonance in the relationship between consumers' sustainability consciousness and consumers' evangelism. With the increased role of social media pervading our lives, trusted sources' recommendations play a significant role in co-creating products. Thus, research on consumers' evangelism (especially sustainability-conscious consumers) would help marketers develop successful strategies. This study expands to the extant literature on sustainability-conscious consumers vis-a-vis consumer evangelism. We collected responses from 227 respondents to examine hypotheses, by means of structural equation modelling (SEM). The study indicates sustainable purchase intention does mediate the relationship between sustainability-conscious consumers and consumer evangelism. On the other hand, we also note that post-purchase dissonance is not a significant moderating construct between sustainability-conscious consumers and consumer evangelism.

This paper aims to analyse the determinants of the intention to share a post about an environmental issue posted by a tourism destination on Facebook. The authors use the stimulus-organism-response (SOR) model as a theoretical framework and consider cognitive variables (destination social responsibility, tourist social responsibility and three types of congruence) as antecedents of emotions and of the tourists’ response (intention to share). Specific factors related to the social platform (attachment and active use of social media) are also included.

The model was tested for two destinations with different positioning (green tourism versus sun and beach). For the sampling strategy, the authors conducted an online poll targeting Facebook users who had undertaken at least one trip in the previous year. The sample consisted of 1,001 individuals.

The empirical evidence obtained indicates that consumer–cause congruence is the most important variable for explaining the intention to share the post for both destinations, with the destination–cause congruence being non-significant. The authors also observed that active participation on the social network stimulated the intention to share this specific content.

Unlike prior research, this paper examined consumer motivators for engaging with online corporate social responsibility content for tourism destinations, specifically focusing on destination social responsibility in sustainable tourism. The model also incorporates three types of congruence, revealing variations in their impact on explaining the intention to share sustainability-related posts.

Indian Ocean region (IOR) is a coveted maritime space in the international arena because of its unique positioning and importance. The third largest water body on the planet Earth holds great economic significance and sustains the livelihood of its people. While the blue economy (BE) approach gains momentum worldwide, following this for the responsible consumption of ocean resources, India too pursues and has developed a draft policy on the BE. Maritime and coastal tourism is one of the prime areas contributing to this framework of BE. This study will explore the advances in BE prospects of Indian Tourism and highlight the elements of branding a BE Destination in the region. India being a key player and an emerging economy, situated at a transitional maritime position is strategic in nature. India as a country is a strong contestant for the title of tourism hotspot but with its highly regarded destinations, it surprisingly attracts fewer tourists. The paper examines secondary sources of data and attempts to review the untapped potential of the brand India in this vast maritime space. There is enough literature available on destination branding but this paper stands out with its unique and innovative approach that combines economic aspects with maritime sustainability and surely add value to this field of knowledge. This chapter presents the recommendations for BE-led repositioning of India tourism in the IOR. To achieve higher productivity and sustainability, a socioeconomic transformational shift is required in the segments of the tourism sector.

The purpose of this paper is to study the effects of sports sponsorship on brand equity using two managerially related outcomes: price premium and market share.

This study uses a best–worst discrete choice experiment (BWDCE) and compares the outcome with that of the purchase intention scale, an established probabilistic measure of purchase intention. The total sample consists of 409 fans of three soccer teams sponsored by three different competing brands: Nike, Adidas and Puma.

With sports sponsorship, fans were willing to pay more for the sponsor’s product, with the sponsoring brand obtaining the highest market share. Prominent brands generally performed better than less prominent brands. The best–worst scaling method was also 35% more accurate in predicting brand choice than a purchase intention scale.

Future research could use the same method to study other types of sponsors, such as title sponsors or other product categories.

Sponsorship managers can use this methodology to assess the return on investment in sponsorship engagement.

Prior sponsorship studies on brand equity tend to ignore market share or fans’ willingness to pay a price premium for a sponsor’s goods and services. However, these two measures are crucial in assessing the effectiveness of sponsorship. This study demonstrates how to conduct such an assessment using the BWDCE method. It provides a clearer picture of sponsorship in terms of its economic value, which is more managerially useful.

Given the potential for authorial fashion to lead the way in the field of sustainable fashion and digital platforms to be a powerful tool for spreading sustainable messages, this study seeks to explore the emphasis given to sustainability in the digital communication of Portuguese and Spanish’s authorial fashion.

A thematic analysis of all the posts published on the feeds of the 63 designers who presented their collections at the Madrid and Lisbon fashion weeks in September/October 2022 (Spring/Summer 2023) or February/March 2023 (Fall/Winter 2023/2024) editions was carried out. The information was collected over a six-month period between the two fashion weeks. This study is based on the categories identified in the reflexive thematic analysis developed by Testa et al. (2020). After adapting the categories to our analysis, 14 emerging themes were identified as observation criteria.

A total of 4,699 posts were examined. The analysis reveals a general lack of interest in mentioning sustainability – a subject evident in just around 6% of the content – as well as a high emphasis on the visual aspect of the fashion product. Several similarities between the Portuguese and Spanish markets were observed.

This study is important since there are few cross-cultural studies in the field of fashion between the two countries, particularly on sustainable fashion. Furthermore, it establishes a structure that is easily replicable in various markets and geographical areas.