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Although there is a growing body of literature on how celebrity involvement impacts the effectiveness of destination marketing, the underlying mechanisms of that relationship are still underexplored. Based on the affect transfer and meaning transfer theories, this study aims to examine the impact of celebrity attachment on customer delight toward K-culture and K-culture attachment, affective and cognitive images of Korea, and the intention to visit Korea.

Online survey data were collected from 2,614 US residents, representing various demographic characteristics. For the data analysis, the partial least squares-structural equation modeling was conducted to evaluate the structural model and test the hypotheses.

The results showed that celebrity attachment is positively related to customer delight toward K-culture and K-culture attachment, which, in turn, positively influences affective and cognitive images of Korea. Additionally, K-culture attachment positively influences cognitive and affective images of Korea, which are positively related to the intention to visit Korea.

By using the affect transfer theory and meaning transfer theory, this study provides valuable insights into how consumer’s attachment to celebrities has spillover effects on the decision-making process. This study also adds a new concept, customer delight connected to cultural experience, in the context of destination marketing.

By understanding the importance and influence of people’s intimacy with media characters, practitioners can apply parasocial relationship theory, affect transfer theory and meaning transfer theory to their marketing strategies.

As one of the few empirical studies that examines the impact of celebrity attachment on consumers’ perceptions and behaviors, this study can make significant contributions to the destination marketing literature.

This study explores the influence of employee empathy on brand love, which subsequently affects customer advocacy, willingness to pay more (WTPM) and tolerance of failure. Additionally, it investigates the mediating role of customer delight and gratitude in connecting employee empathy with brand love and the moderating effect of power distance belief (PDB) between employee empathy and customer delight and gratitude.

A total of 751 usable data were gathered through scenario-based online surveys within a hotel context. The proposed conceptual model used Partial Least Squares - Structural Equation Modeling (PLS-SEM) for testing.

The results affirm the impact of employee empathy on brand love through the pathways of customer delight and gratitude, ultimately influencing positive customer behaviors, such as advocacy, WTPM and tolerance of failure. Moreover, the findings suggest that PDB diminishes the effect of employee empathy on customer gratitude, although it does not affect customer delight.

The study introduces novel insights into the significance of employee empathy as an antecedent of brand love. It contributes to the literature by concurrently conceptualizing customer delight and gratitude as mediators between employee empathy and brand love, consequently leading to favorable consumer behaviors. Furthermore, it advances our theoretical comprehension of an individual customer’s PDB and its psychological impact.

Companies should enhance their market position and competitiveness by improving staff effectiveness, skills, resource commitment, and applying relevant managerial methods. This study aims to examine the impact of knowledge management (KM) and total quality management (TQM) on employee effectiveness (EE) and supply chain performance (SCP) in emerging economies.

The used methodology consists on conducting a survey within Tunisian companies, where the authors gathered 206 responses. Collected data was analyzed using statistical package for the social sciences (SPSS) software, enabling the authors to establish a conceptual model. This model was further examined through structural equation modeling, using analysis of moment structures (AMOS) software for hypothesis validation. Additionally, the authors’ research aimed to enhance SCP and boost EE while minimizing costs through a nonlinear mathematical model and the quality function deployment method.

The results indicate that TQM and KM positively impact EE, and KM and EE positively impact SCP. However, the significance of employee performance on SCP varies depending on company location and industry sector studied.

This work emphasized the involvement of small- and medium-sized enterprise managers from emerging economies in the studied concepts and confirmed the effects of KM and TQM practices on EE and SCP.