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This study aims to explore the motivators of mothers’ experience on their engagement behavior in the case of baby care toiletries. Additionally, the role of Brand trust and commitment have also been evaluated.

The conceptual model was empirically tested based on the data collected through a survey using 320 samples from India and 431 samples from Sri Lanka. Data were analyzed using structural equation modeling.

Sensory and behavioral dimensions of brand experience can be considered as key drivers of brand trust and brand commitment among millennial mothers in the context of baby care toiletries. It was observed that brand trust had a significant positive impact on brand commitment. There was a significant relationship between brand trust, brand commitment and customer engagement. It was also inferred that brand loyalty is the consequence of customer engagement.

Marketers should gear up initiatives targeting new mothers through healthy aspects and genuine packaging to strengthen the mother’s trust through periodic uses of the product.

The present study is one of the unique empirical investigations that examine the antecedents of consumer engagement in the less researched context of high inherent risk products like baby toiletries.

Considering the ongoing discourse on diversity, equity and inclusion, brands aim to develop marketing campaigns that demonstrate respect for all individuals. Despite these intentions, many advertisements still provoke strong negative reactions from consumers due to brand transgressions in social media marketing campaigns that violate these values. The purpose of this paper is to analyze the repercussions that such social media marketing campaigns have on brands, categorizing these campaigns as brand transgressions in social media advertising.

This research uses a mixed-method design that includes semi-structured interviews (Study 1), a content analysis (Study 2) and an online experiment (Study 3).

This paper clarifies the elements that qualify as brand transgressions in advertising within the diversity, equity and inclusion discourse. The negative electronic word-of-mouth (e-WOM) associated with brand transgressions in advertising comprises negative emotions (e.g. anger, contempt, disgust and hate) and behavioural intentions to penalize the brand (e.g. negative word-of-mouth, brand avoidance and protest behaviours). The negative e-WOM stemming from these transgressions amplifies the adverse consequences for consumer–brand relationships by negatively influencing other consumers through sympathy towards the offended parties.

This paper offers brand managers guidelines for preventing and managing negative consumer reactions towards brands based on their responses to marketing campaigns that contradict the principles of diversity, equity and inclusion.

This paper contributes to the literature on brand transgressions related to diversity, equity and inclusion values by exploring their impact on consumer–brand relationships and highlighting the pivotal role of sympathy in perpetuating negative consequences.

Attracting resources (financial and non-financial), supporters and the community’s attention to sports and physical activity has become essential for local sports associations (LSAs). Corporate social responsibility (CSR) initiatives are innovative and less imitable tools for strengthening relationships with customers (Lim et al., 2018), and there needs to be relevant research on CSR and the variables discussed in this study at the level of small sports organizations. Moreover, past research has focused on professional sports organizations in developed and non-Islamic countries. So, the following research questions are: What is the influence of CSR initiatives on the organizational reputation, brand equity and customer satisfaction of LSAs operating in the context of recreational sports, particularly in Islamic developing countries, and how does this relationship evolve within the framework of small sports organizations?

Participants (n = 290) consisted of all customers who used the services of LSAs in the Islamic Republic of Iran). This research seeks to measure the relationship between variables within a causal model based on structural equation modeling.

This study critically examines the connection between CSR, customer satisfaction, organizational reputation and brand equity in LSAs. This study presents a model that explores how CSR influences customer satisfaction, reputation and brand equity in LSAs in developing countries.

Consequently, customers are likely to feel more satisfied with LSAs that demonstrate a commitment to CSR, and this leads to evaluations of the organization’s reputation and brand equity, ultimately resulting in outcomes for them.

This research presents a comprehensive theoretical model that examines the relationship between CSR, customer satisfaction, reputation and brand equity of LSAs in developing Islamic countries. LSAs must understand and recognize customer interests in social issues and their response to various CSR programs.

This paper aims to examine the relationships between motives, skepticism and brands evaluations in the LGBT-friendly branding hotels context.

An online survey is created and 278 LGBT participants are recruited through a consumer panels firm. The research model is tested through structural equation modeling.

Values-, stakeholder- and strategic-driven motives are negatively related to skepticism, while egoistic-driven motive is positively related to skepticism. Also, sexual orientation openness moderates the relationship between stakeholder-driven motives and skepticism. Finally, skepticism is negatively related to brands evaluations.

The research findings are limited to the LGBT-friendly hotels. However, this research contributes to the CSR and LGBT consumer research by examining the relationships between the four motives and skepticism considering LGBT customers’ sexual orientation openness level.

Hotels should devote greater efforts to communicating that their LGBT-friendly branding efforts are genuine by acknowledging both the social benefits and the business interests.

As more and more hotels promote themselves as LGBT-friendly brands, a key challenge is reducing skepticism by appropriately conveying their motives. This research sheds light on this critical issue.

Although existent research on LGBT-friendliness has established its importance; there is a lack of understanding as to how customers perceive LGBT-friendly branding hotels. This research examines the four motives of hotels presenting themselves as being LGBT-friendly and their relationships to skepticism.

This study aims to understand client food preferences and how pantry offerings can be optimized by those preferences.

This study develops and administers customized surveys to study three food pantries within the Second Harvest Food Bank of Northwestern North Carolina network. This study then categorizes food items by client preferences, identifies the key predictors of those preferences and obtains preference scores by fitting the data to a predictive model. The preference scores are subsequently used in an optimization model that suggests an ideal mix of food items to stock based upon client preferences and the item and weight limits imposed by the pantry.

This study found that food pantry clients prefer fresh and frozen foods over shelf-friendly options and that gender, age and religion were the primary predictors. The optimization model incorporates these preferences, yielding an optimal stocking strategy for the pantry.

This research is based on a specific food bank network, and therefore, the client preferences may not be generalizable to other food banks. However, the framework and corresponding optimization model is generalizable to other food aid supply chains.

This study provides insights for food pantry managers to make informed decisions about stocking the pantry shelves based on the client’s preferences.

An emerging topic within the humanitarian food aid community is better matching of food availability with food that is desired in a way that minimizes food waste. This is achieved by providing more choice to food pantry users. This work shows how pantries can incorporate client preferences in inventory stocking decisions.

This study contributes to the literature on food pantry operations by providing a novel decision support system for pantry managers to aid in stocking their shelves according to client preferences.