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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。

This study aims to investigate the simultaneous impact of religion and modernity on attitude toward luxury consumption in Qatar, with emphasis on the mediating effect of self-construal. The authors propose the idea that self-construal is a significant mediator through which religion and modernity influence attitude toward luxury consumption.

The data for this study are sourced from a survey of 190 Qatari respondents. The conceptual model is estimated using both the covariance-based and the partial least squares structural equation modeling techniques for the purpose of robustness check.

The results indicate that religion has a positive and significant association with both independent and interdependent self-construal. The impact of modernity on independent self-construal is positive and significant, while its effect on interdependent self-construal is not significant, implying that modernity has no impact on individuals’ interdependence in the Gulf communities. Moreover, the results reveal that self-construal significantly mediates the effect of both religiosity and modernity on luxury consumption attitude, as expected.

The originality of this article lies in investigating the impact of religion and modernity on attitude toward luxury consumption through the self-construal paradigm. To the best of the authors' knowledge, this is the first study examining the simultaneous impact of religion and modernity in a Muslim community, from a self-construal perspective. Second, unlike the prior studies, this paper addresses the issue of non-normality in the data using the maximum likelihood robust estimator.

This paper aims to examine GCC companies' use of visual images to interplay modernity and globalism with tradition, Islam and local culture. The analysis aims to bring attention to the way that businesses in the GCC use visual images to engage with or influence debates in their societies concerning the tension between modernity, globalisation and traditional values in the Arab‐Islamic world.

The analysis is critical and discursive and based on a close reading of the visual images reported in the 2005 annual reports of companies listed on GCC stock markets.

The analysis suggests that GCC companies on many occasions used visual images to depict and represent the possibility of a successful profitable, modern and global business that is also sympathetic to tradition and operates within the framework of Islamic principles.

While visual images are increasingly used in companies' annual reports they have been largely ignored in accounting research. Furthermore, when this research manifests, it has been concerned with investigating Anglo‐American and Western contexts. This paper instead emphasises the significance of researching the use of visual images in a variety of contexts and locations. It critically and contextually explores the use of visual images in a largely unexplored, non‐Western and a significantly Islamic context.

An epistemological inquiry underlies the investigation of the methodological content of modernity and post‐modernity as explained by their socio‐scientific world views. Against the continued prospect of a moral and intellectual demise of either of these epistemologies in the new millennium, is set the emergence of the final world view premised on unity of knowledge to configure substantive socio‐scientific realities. The fundamental premises of all of these paradigms are investigated and several examples pointed out in their light. An important one is the alternative organisation of the socioeconomic order by means of micro‐enterprises.

The aim of this article is to explain why there is a higher degree of trust in some countries compared to others – and which are the main historical factors that explain these differences. The main focus is on how governments relate to and communicate with its citizens in the times of crises.

The analysis is based on comparative historical sociology with a modernity perspective with a special focus on Norway and Scandinavia. The authors do a parallel demonstration of history to confirm and expand the theories that could explain the high level of trust in these countries. The authors also bring in the Spanish experience in order to testify how governmental reactions affected the different levels of trust.

Scandinavian governments allowed open communication between different social classes on difficult and important issues, in contrast to Spain in the same period. These two factors therefore expand the understanding of the development of trust: (1) The establishment of the nation state as the organising concept and all-encompassing container of the other institutions (democracy, parliamentarism, trade unions, etc.); (2) The open hand strategy in dealing with deviant opinions, based on democratic compromises and a policing of consent ideology.

The article combines the understanding of the first crisis of modernity and the development of trust and contain a comparative analysis of the development of trust in four different countries. The investigation thus clarifies the correlation between specific historical factors and the levels of trust.

The paper provides a speculative reflection on the power of modern science, technology and innovation systems (STI) for revealing some distinctive style of modernity in Africa. The modernization of these systems, as the backbones of any mode of modernity, also requires the modernization of our mental or intellectual costumes. This process is essentially the passage from closed, selfconfirming, faith‐based, customary, totalizing or terrorizing knowledge systems to essentially falsifiable, evidence‐based, scientifically‐established and technicallyproven innovative knowledge systems. In these systems scientific knowledge can be construed as a theory of the real and as a technology of truth and understood as the epistemological foundation of any form of Afro‐modernity. It is also the passage from the ‘Book of Scripture’ to the ‘Book of Nature’ or from the submission to the white man’s colonizing gods to the more authentic and genuine African identities, beliefs and values, such as those embodied in the concept of ubuntu. The paper discusses a possible way forward in terms of capacity development in STI in Africa with an emphasis on some observed weaknesses regarding fundamental long term neglected issues. It provides some ideas for filling gaps in the context of the call by a number of African thinkers, including the Executive Secretary of UNECA, for initiating a ‘scientific revolution’ on the African continent.

This paper sets out to provide global business managers and researchers with perspectives, concepts, and some tools to deal with emergent late modern conditions.

Analytical discourse is employed to outline the post‐enlightenment rise of modernity and rational economics. The paper critiques the nature of business institutions and practices under modernity, and points to the new conditions of waning and late modernity. Indications and guidelines are provided about the nature of new, emergent forms of global business under conditions of waning and eclipsing modernity.

The paper finds that the membrane separating global business organizations and their consumers is dissolving, and the new “post‐consumers” exhibit increasing levels of competence in terms of business practices. The paper reveals several aspects of global business under conditions of waning, late, and eclipsing modernity: transformation of business from and arcane, professional practice to an embedded everyday cultural practice; erosion of central control and business becoming diffused; imperative for collaborative forms where business managers work alongside post‐consumers; and breakdown of hierarchic order and rise of complexity and fluidity in business practices.

The main contribution is a cogent set of concepts that enable managers and researchers to understand, examine in detail, and deal with global business practices and organizational forms under conditions of waning modernity and emerging postmodern contexts.

The brand logo, as a fundamental element of marketing communications, serves as a crucial visual representation of a brand. In the current era of mobile Internet, logo flatness has become a new trend in practice. However, there remains a scarcity of research that explores the effects of logo flatness on consumer perceptions and brand attitudes.

Across four studies, using both observational analyses of real brands and experimental manipulations of fictitious brands, the authors examined the impact of logo flatness on consumer perceptions and brand attitudes.

Results show that logo flatness promotes the perception of modernity due to the simplicity it presents. Consumers will evaluate the brand more positively when their perception of the logo association is congruent with the brand image. Notably, traditional brands using skeuomorphic logos and modern brands employing flat logos can effectively enhance consumers' brand attitudes.

The findings of this study have significant implications for businesses seeking to enhance consumers' brand attitude and foster brand renewal through the strategic selection and design of logos that align with their brand image.

This study provides a theoretical and empirical test of the influence of logo flatness on consumers' perception of brand image, thereby enriching the existing research on brand management.

This study examined the effect of brand modernity on brand love. In addition, this study investigated how brand love affects behavioral intentions including intentions to use, word-of-mouth and willingness to pay more. Lastly, this study explored the differences between robot servers and human servers in the five concepts mentioned above.

Data were collected from 300 people who experienced robot servers and from 318 people who experienced human servers.

The results of data analysis revealed that brand modernity has a positive influence on brand love, which in turn positively affects intentions to use, word-of-mouth and willingness to pay more. Additionally, it was found that there were statistical differences with the mean value of the five concepts based on the type of employee, such as robot servers and human servers.

Unlike prior research, the difference between robot servers and human servers was investigated by focusing more on the brand in this study, and such findings can be considered as important theoretical implications of this study.

The aim of this paper is to investigate the extent to which a profound change in the image of accountants can be seen in the discourse used in accounting software adverts that have appeared in the professional publications of the Chartered Institute of Management Accountants over the last four decades.

Methodologically, the paper draws from Barthes' work on the rhetoric of images and Giddens' work on modernity. By looking at accounting software adverts, an attempt is made to investigate the image of the accountant produced by the discourse of the adverts, and whether the image produced reflects a wide social change in society.

It was found that in the 1970s and the 1980s the accountant was constructed as a responsible and rational person. In the 1990s, the accountant was presented as an instructed action man. However, in a recent advert the accountant appeared as a more hedonistic person. Overall, the changes observed reflect changes in wider social practice from modernity, through high modernity, to hyper‐modernity.

The image of the accountants has implications for the development of the accounting profession. In particular, the move towards hyper‐modernity, where empathy towards others and the virtues of self‐discipline and fairness are not at stake, has implications for the trustworthiness of the accounting profession.

Although there has been some research into the image of accountants, particularly in the media and popular movies, extant works have mostly investigated how others perceive accountants and how accountants are generally portrayed. The paper however, places more stress on the construction of the image of the accountants when appealing to the accountants.