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The purpose of this paper is to advance understanding about the facilitation process used in complex implementation projects, by describing the function of novice clinician facilitators, and the barriers and enablers they experience, while implementing a new model of care for managing hospital malnutrition.

Semi-structured interviews were undertaken with local facilitators (n=7) involved in implementing The SIMPLE Approach (Systematised Interdisciplinary Malnutrition Pathway Implementation and Evaluation) in six hospitals in Queensland, Australia. Facilitator networks and training supported the clinicians acting as novice facilitators.

Key functions of the facilitator role were building relationships and trust; understanding the problem and stimulating change through data; negotiating and implementing the change; and measuring, sharing and reflecting on success. “Dedicated role, time and support” was identified as a theme encompassing the key barriers and enablers to successful facilitation.

When implementing complex interventions within short project timelines, it is critical that novice clinician facilitators are given adequate and protected time within their role, and have access to regular support from peers and experienced facilitators. With these structures in place, facilitators can support iterative improvements through building trust and relationships, co-designing strategies with champions and teams and developing internal capacity for change.

This case study extends the knowledge about how facilitation works in action, the barriers faced by clinicians new to working in facilitator roles, and highlights the need for an adapt-to-fit approach for the facilitation process, as well as the innovation itself.

This paper aims to describe the evolution of an academic library’s approach to first-year student information literacy instruction from face-to-face instruction to a fully integrated online microcredential. The design considerations, motivation theory and evaluation methods used to create and evaluate the course are also discussed, with implications for future library microcredential design, integration and research in campus first-year seminar courses.

In this paper, a multi-method approach is used to evaluate an undergraduate asynchronous online information literacy microcredential embedded in a first-year seminar. Two methods (Likert scale survey and coded reflection essays) were used to evaluate whether one method may be more beneficial than the other in future iterations of evaluating microcredentials.

In looking at a complex cognitive process such as motivation, multiple approaches to analyzing student thoughts may be beneficial. In addition, the role of the first-year seminar instructor, to help students make a connection to library material, is reinforced as is the need to provide students with accurate expectations for time required to complete online asynchronous microcredential courses.

This paper addresses the evaluation of microcredentials in academic libraries and also has implications for other campus departments investigating the creation of microcourses that are integrated into campus programs. These implications can be addressed in the design and development phases of the microcredential using Keller’s attention, relevance, confidence and satisfaction model, and in turn, can be improved through iterative evaluation cycles using collected student data.

In response to consumer and society demands for firms to be socially responsible, brands have been taking a strategic approach to corporate social responsibility (CSR) by integrating socially responsible activities into their brands’ core value propositions to strengthen brand equity. Thus, from a brand building perspective, this paper aims to investigate the immediate effect that brand CSR communications have on the change in brand awareness, perceived quality and loyalty, to provide a deeper understanding of how each dimension affects the overall change in brand equity.

With evidence from an experiment conducted in three different countries (Australia, United States and Spain), based on an actual brand CSR program, this paper explores the different immediate effects of change in brand awareness, perceived brand quality and brand loyalty, after the exposure to a CSR message, on the overall immediate change in value that consumers give to a brand. Furthermore, it examines the role of brand-cause fit and the influence that differences in cultural, economic and political environments have on this effect.

The change in brand loyalty due to CSR communication is the key dimension driving the immediate positive change in overall brand equity. In addition, change in brand awareness has an inverted U-shape relationship with change in overall brand equity, whereas the change in perceived brand quality does not have an influence. Finally, the results indicate that this immediate effect holds regardless of the level of brand-cause fit, but is greater in countries where firms are expected to participate and CSR reporting is not mandatory, making such practices be seen as voluntary.

The findings of this study offer research implications for academics, and practical considerations for brand managers, interested in how to rapidly generate changes in consumer perception by leveraging CSR activities for brand building in global settings. Specifically, it indicates that when the aim is to quickly build brand equity, the goal of communicating CSR activities must be to increase the level of attachment that consumers have to the brand since loyalty is the main driver of the immediate change in overall brand equity.

Although many scholars have demonstrated the impact of CSR on various consumer behavior outcomes (e.g., brand attitude, purchase intention, loyalty), from a brand build perspective the implications of the immediate effect of a brand communication of CSR practices on consumer-based brand equity remain less clear. This study addresses this gap to gain a deeper understanding of how to rapidly generate changes in consumer perception to build strong brands while leveraging CSR practices.

Modelling is a research methodology that has received little academic attention since it began to be formulated in the 1970s. On the spectrum of clean language interviewing (CLI) applications described in Chapter 1, the most sophisticated is modelling, and especially modelling that takes place in real time during the interview.

This chapter defines what we mean by ‘a model’ and ‘modelling’ and explains how they are related to CLI. We situate the chapter by recounting how modelling became linked to CLI. To conclude we consider some of the methodological challenges faced by both the interviewee and interviewer involved in a modelling research project.

We also explain how interviewee metaphors discussed in Chapter 3 can support the modelling process. Much of the modelling that takes place during an interview resides in the background of the interaction. To illustrate modelling we provide an annotated transcript of a symbolic modelling interview that uses clean language to model the skill of ‘knowing what is essential’.

This study aims to develop a theoretical model to identify the importance of brand modernity with the moderating role of human baristas and robot baristas.

A total of 333 samples were collected from a coffee shop where robots provide the services, and 354 samples were collected in a coffee shop where people provide the services.

The data analysis showed that brand modernity has a positive effect on brand attitude, which in turn positively affects brand attachment and brand loyalty. In addition, there is a moderating role in regard to the type of employee in the relationship between brand modernity and brand attachment and brand attitude and brand loyalty.

This study is different from the previous studies, because it used two types of employees, which included a human barista and a robot barista, as a moderating variable with the formation of brand attitude, brand attachment and brand loyalty.

本研究开发了一个理论模型, 以通过人类咖啡师和机器人咖啡师的调节来确定品牌现代性的重要性。

本研究从机器人提供服务的咖啡店收集了 333 个样本, 在员工提供服务的咖啡店收集了 354 个样本。

数据分析表明, 品牌现代性对品牌态度有积极影响, 进而对品牌依恋和品牌忠诚度产生积极影响。此外, 员工类型在品牌现代性与品牌依恋、品牌态度和品牌忠诚度的关系中具有调节作用。

本研究不同于以往的研究, 因为它使用了两种类型的员工, 包括人类咖啡师和机器人咖啡师, 作为调节变量参与品牌态度、品牌依恋和品牌忠诚度的形成。

At the present time there is a general dissatisfaction among both theoreticians and practitioners with the disease model of alcoholism. It is often felt that it has served its usefulness. This can be witnessed in the literature in the increased questioning of the central components of the alcohol addiction model. Such dissatisfaction is not new but the present unease has resulted in the creation of new models of problem drinking. New theories of alcoholism have been expressly fashioned to replace outmoded ideas.

A creative identity, the incorporation of creativity into self-definition, is associated with creative outcomes. Given the importance of creativity to organizational success, understanding creative identity and in particular creative identity work (the formation and maintenance of creative identity) can be useful in understanding creatives within organizations. To be considered creative, individuals need to not only produce unique artefacts, but these artefacts need to be assessed by legitimate judges as being creative. Judges may be within an organization (e.g., senior researchers within a laboratory) or may be external to an organization (e.g., award judges in international advertising competitions). Underpinning creative identity work is the creative assessment, however this assessment is ambiguous and contextual. In other words, what is considered creative in one context or by one judge may not be considered creative in another context or by different judges. The ambiguity of the creative assessment makes creative identity work a precarious undertaking. Based on two case studies – a R&D laboratory and an advertising agency – this research explores the strategies which creative individuals employ in their creative identity work in response to the ambiguity of the creative assessment. This research contributes to the growing area of creative identity research by unpacking three specific strategies used as part of identity work of creatives: defending, emotional distancing and differentiating. These strategies assist the creatives in maintaining a coherent sense of who they are within the organizational context despite the unpredictability of the creative assessment.

This chapter aims to introduce luxury brand management strategies applied in the hospitality industry and illustrate how luxury hospitality business operators can create, communicate and sustainably manage luxury brands. This chapter introduces the definitions and dimensions of luxury brands, followed by an exploration of the concept and importance of luxury brand sustainability. This chapter then explores how to maintain long-term luxury hospitality brand sustainability by applying a luxury brand framework. This chapter uses a case study featuring the Four Seasons Hotels and Resorts (FSHR) to understand how a luxury brand communicates and maintains its sustainability through its various dimensions through the process of brand creation, communication and management. The chapter ends by providing practical implications for existing luxury hospitality brand organisations in the arena of customer service.

This study aims to examine the differences among memorable brand experience, brand preference and behavioral intentions based on the type of service providers, such as robot servers and human servers. In addition, this study investigated the relationships among the four concepts.

The data was collected from 296 customers who experienced robot servers and from 307 customers who experienced human servers.

The data analysis results indicated that there was a statistical difference with the mean value of the five concepts according to the type of employee. The results also revealed that memorable brand experience has a positive influence on brand preference, which in turn positively influences intentions to use, word-of-mouth and willingness to pay more.

This study attempted to find the difference between robot servers and human servers in memorable brand experience, brand preference and behavioral intentions in the restaurant industry for the first time.

本研究旨在根据服务提供商的类型（例如机器人服务员和人工服务员）检查令人难忘的品牌体验、品牌偏好和行为意图之间的差异。 此外, 本研究调查了四个概念之间的关系。

数据收集自 296 名体验过机器人服务器的客户和 307 名体验过人工服务器的客户。

数据分析结果表明, 根据员工类型, 五个概念的平均值存在统计差异。 结果还表明, 难忘的品牌体验对品牌偏好有积极影响, 进而对使用意向、口碑和支付更多的意愿产生积极影响。

这项研究首次试图找出机器人服务员和人工服务员在餐饮业令人难忘的品牌体验、品牌偏好和行为意图方面的差异。