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The purpose of this paper is to analyze customers’ perceptions about brand personality in different cultural environments, checking if the archetypal framework of Mark and Pearson (2001) applies to different brands across countries.

The authors measured consumers’ perceptions in different cultural contexts through a survey, and received 537 valid questionnaires from Portugal, Brazil, Colombia and Peru, countries that have some similar indicators of cultural proximity. The authors wanted to verify if the words and sentences that respondents related to each brand were coherent with the archetype/brand, and the homogeneity of the results in different cultural contexts.

Empirical evidence shows that there is proximity between the literature review and the associations – words and sentences – that consumers from different countries make with those brands. This consistency of results is significantly higher for word associations.

Regardless of the results, the perceptions of consumers expressed through the selected words were often diverse and heterogeneous among countries. This could possibly indicate insufficient efforts from global brands toward a coherent brand personality/global-archetypal approach. Therefore, managing brand personality deserves more attention and marketers must understand consumer behavior patterns in different markets.

The three authors of this paper are intrigued by ideas and how they are created. The purpose of this paper is to explore idea creation and work by means of remote collaborative autoethnography.

During the COVID-19 lockdown in 2020, the authors sent texts to each other, followed up on each other's thoughts and discussed them in online meetings. They shared, analyzed and eventually theorized their lived experiences in order to understand creating ideas as social and cultural experience.

The authors develop the notions of “shelter” and “crutch” to make sense of the complexity of creating ideas together; theorize how emotions and identities are entangled in idea work; and discuss how time, space and power relations condition it.

The authors contribute to understanding idea work in a remote collaborative autoethnography by highlighting its emotional, identity-related and power-laden nature.

Misinformation is a significant phenomenon in today's world: the purpose of this paper is to explore the motivations behind the creation and use of misinformation.

A literature review was undertaken, covering the English and Russian language sources. Content analysis was used to identify the different kinds of motivation relating to the stages of creating and communicating misinformation. The authors applied Schutz's analysis of motivational types.

The main types of motivation for creating and facilitating misinformation were identified as “in-order-to motivations”, i.e. seeking to bring about some desired state, whereas the motivations for using and, to a significant extent, sharing misinformation were “because” motivations, i.e. rooted in the individual's personal history.

The general model of the motivations underlying misinformation is original as is the application of Schutz's typification of motivations to the different stages in the creation, dissemination and use of misinformation.