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Political behaviour and the games played within organisational structures are devastating to its resources. Politics emerges as a result of executive management′s lack of decisiveness and control in the execution of the basic management functions of planning, organising, staffing, directing and controlling the organisation′s resources. Organisations with no policies or policies with no enforcement are a haven for political participants who put the organisations′ resources at risk. In this context political emergence, its consequences, and how politics may be kept to a negligible level are explored.

This article addresses the critical need for exceptional leaders to shepherd the nationʼs Historically Black Colleges and Universities (HBCUs) in a post-Brown era where African American students enjoy unlimited access to higher education in the United States. The article spotlights the many contributions Black colleges and universities have made to American society against insuperable odds since their inception in the mid-nineteenth century. It studies selected examples of HBCUs whose graduates have distinguished themselves in areas where other institutions enjoy centers of excellence. The article traces the historical inequities between major and minority institutions, the challenges HBCUs face in surmounting these disparities, and the growing tendency of Black students to exercise their options by enrolling at White colleges and universities. With the loss of a pure monopoly on African American students, Black colleges now must find leaders of exceptional talent and vision in order to ensure their survival. The article recommends strategies designed to surmount hurdles and enhance the viability of Black colleges and universities in an increasingly competitive environment.

Viral marketing draws heavily on the success of a few mythic campaigns. However, the viral metaphor limits previous perspectives as to why consumers engage with content and importantly, why they pass it on. The paper aims to discuss this issue.

The authors explore why consumers engaged with Kraft’s “How do you love your Vegemite?” campaign using multiple sources of evidence including interviews, blog post comments, and firm market research.

The choice to engage with content is driven by consumers’ desire for self-authentication, in particular the desire to express one’s identity through an authenticating act, and express membership of a collective via an authoritative performance. In so doing, the authors identify the limits of adopting an epidemiological metaphor for campaigns reliant on consumer agency.

This study is unique because it proposes an alternative focus to a fundamental metaphor and has both conceptual and practical value.

Purpose – This chapter explores a necessarily ambivalent approach to gang members at an inner-city alternative high school, Choices Alternative Academy (CAA), as staff must both accommodate and monitor their often troubled students.

Methodology – The methodology of this study is ethnographic, drawing from participant observation carried out over the course of four years, and 65 informal, semistructured interviews of a theoretical, purposive, snowball sample.

Findings – Staff in schools dominated by gang members must both accommodate and control them, which are often contradictory practices.

Research limitations/implications – As a case study of a single alternative school, the study is limited in scope, but comprehensive in depth, as observations were conducted over a four-year period. Future research may focus on the relationship of teacher experience and expertise to the desire to acknowledge the presence of gangs.

Practical implications – The chapter advocates the utility of an ambivalent approach toward gang members in policy discussions, acknowledging the wide variety of discourses possible in regard to gang members.

Originality/Value of the Paper – While most studies of schools and gangs focus on large, mainstream schools, this study is unique for focusing on a school that specifically serves gang members and the difficulties and dilemmas involved in that task.

The purpose of this paper is to propose a framework for brand meaning co-creation between brands and fans on Facebook.

A case study methodology was applied. Brand posts in the form of text, pictures, videos and fan comments of three brand pages – Nike Run, Mizuno and Jack Daniel’s – were collected and analyzed in a netnographic manner. Seven influential fans of the Nike Run brand page, who were identified in the data, and one marketing manager of each brand were interviewed.

This paper shows how brand meanings are orchestrated by brand managers and co-created through a process in which the brand leads the dialog through several types of brand actions. It also shows how fans engage in this dialog through multiple forms of reactions. A brand page’s content should be curated by its manager based on the role of the content on fans’ lives and their potential reactions and not merely on the meanings that the brand desires to communicate.

This paper proposes a conceptual framework for understanding brand meaning co-creation at the micro-level of brand-fans daily interactions. Nevertheless, this study analyzed only three brand pages in two product categories – alcoholic beverages and running. Therefore, the authors do not claim that one can extrapolate from their findings.

The brand meaning co-creation process that is identified here provides a useful frame of reference for brand managers who seek to understand how they can best influence fans to co-create brand meanings in directions that benefit their companies.

This paper evolves with the co-creation of brand meanings literature by proposing a framework of brand meaning co-creation on Facebook. This framework can help brand managers to fine tune their content strategy in social media.

This paper is based on a talk given by Philip Ryley and John Virgo to the Association of Pension Lawyers at their annual conference in Bournemouth in November 1998. In it the authors provide an outline of some of the key legal issues that have arisen out of the pensions mis‐selling litigation.

The purpose of this study is to determine if brand passion shapes attitudinal brand loyalty while driving a series of important brand-related outcomes (i.e. brand advocacy, social media following, sense of community, willingness to pay a premium price and alternative devaluation). These aspects are explored for sports apparel brands after considering the perceptions of Iranian consumers.

This study is based on the analysis of survey data gathered online and face-to-face from a sample of Iranian consumers of sports apparel brands that were analysed using partial least square path modelling.

The key empirical findings obtained confirm that brand passion underpins attitudinal brand loyalty and several important brand-related outcomes. Furthermore, the findings show that attitudinal brand loyalty explains the impact of brand passion on most of the outcomes considered, except for social media following.

This study advances knowledge of brand passion by illustrating its “power” as a strong nuance of relationships between consumers and brands. In particular, this study highlights the importance of brand passion in shaping attitudinal brand loyalty, as well as a driver of several outcomes of theoretical and managerial relevance.

By establishing strategies aimed at enhancing brand passion, brand managers can increase attitudinal brand loyalty, attain important goals such as brand advocacy, premium price and social media following, as well as the devaluation of competing brands.

This study uses a unidimensional theorisation of brand passion to increase the understanding of its role as predictor of attitudinal brand loyalty and driver of relevant outcomes. It also examines the mediating effect of attitudinal brand loyalty, thus illustrating important conceptual links between brand passion and brand loyalty in the context of sports apparel brands in a growing economy (Iran).

How does emerging market multinational enterprises’ (EM MNEs) resource vulnerability to domestic institutional weakness influence the escapist outward foreign direct investment (OFDI)? This study aims to focus on how varying qualities of technological resources make EM MNEs vulnerable to institutional weakness at home and when such a vulnerability triggers escapist OFDI.

A mix of primary and secondary data is used to study evidence of escapist OFDI in the case of multilatinas. Structural equation modelling and hierarchical regressions were applied to test the hypotheses.

Domestic institutional weakness triggers escapist OFDI only when EM MNEs’ resources are vulnerable to institutional pressures. Technological leadership increases the vulnerability of EM MNEs to the pressure of institutional weaknesses at home, which, in turn, motivates escapist OFDI.

In discussing the role of firm resources and their vulnerability to institutional weakness, a mechanism is proposed to shed light on how EM MNEs transform the general country framework of the institutional environment into the specific decision to escape via OFDI.

Displaying a sense of humour provides various interpersonal benefits including reducing tension and promoting conflict resolution, but should a firm use humour in response to publicly viewable online customer complaints after a service failure? The purpose of this study is to demonstrate that a firm’s use of humour in response to negative online consumer reviews has both positive and negative effects on perceptions of corporate image from a customer-as-onlooker perspective.

Three experimental studies are conducted and analysis of variance is used to empirically test the hypotheses.

Although humorous responses have an unfavourable influence on perceived trustworthiness of the firm, they have a favourable influence on perceived excitingness of the firm. The former influence is tied to lower perceived firm sincerity, whereas the latter is tied to higher perceived firm innovativeness and coolness. Furthermore, humour within the customer complaint itself is shown to moderate the influence of humorous responses on perceptions of the firm. Finally, regardless of the type of humour used (i.e. affiliative or aggressive humour) in the humorous response, the positive effect of humorous response remains strong, although aggressive humour further aggravates the negative impact of humorous response on trustworthiness.

The experimental set-up may limit external validity of the study, and the research is limited to the variables examined.

Humorous response is identified as a non-traditional approach to online customer complaints that poses a double-edged sword for managers of service organizations. Firms should avoid using humour in online service recovery if perceptions of trustworthiness are critical or if complaints are written in a neutral tone. However, such responses may be successfully used when a firm wants to position itself as exciting and if complaints are also humorous. Finally, firms are advised to avoid aggressive humour.

The present research represents one of the few studies in marketing to examine the potential of injecting humour into complaint management and service recovery. In addition, this study considers the consumer-as-onlooker perspective inherent in social media.

In the context of fashion brands on Instagram platform, this study aims to investigate the impact of age on the relationships between informative, interactive and trendy social media marketing (SMM) activities, customer brand engagement (CBE) and brand loyalty.

A quantitative method was used to collect and analyses the data and to test the conceptual model. In total, 241 usable questionnaires were collected and analyzed using structural equation modeling and multi-group moderation analysis.

The results of this study demonstrate that informativeness of SMM activities relates positively and significantly to CBE in all age groups. However, the strength and the significance of interactive and trendy social media activities differ between age groups.

This study used only two age groups of college students to answer the research questions. Despite that tech-savvy millennials and generation Z are highly engaged in social media environment, the results may not be representative of the entire population and the findings may be cautiously generalized to other platform types or product categories.

By offering a new understanding of perceived SMM in different age groups on Instagram platform, this study contributes to the literature by identifying the types of social media activities that engage different age groups on social media networks.