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This paper aims to examine whether companies in business‐to‐business (B2B) markets can leverage their brands extended into business‐to‐consumer (B2C) markets and how consumers evaluate these extensions.

A model is developed by combining Aaker and Keller's brand extension model with theories from B2B branding as well as other consumer branding literature, and analyzed both qualitatively and quantitatively to have an insight about how consumers evaluate brand extensions.

In the context of B2B brand extensions into B2C markets, consumers use brand concept consistency, product‐level relatedness and transferability of skills and resources as major cues to evaluate extensions. Perceived quality, innovativeness and environmental concerns are also relevant cues.

As a consequence of these findings, branding strategies that stretch B2B brands into the domain of consumer markets can be successful in cases where consumers perceive a fit with respect to skills and resources, brand concept, and existing products, and when the parent brand is perceived as being high quality, innovative and environmentally responsible.

The main contribution of the study is to replicate the analysis of brand extension evaluation in a different context, namely B2B brand extension into the B2C market.

This chapter explains the added value of learning the EU via interactive academic teaching and focused training provided by experts and practitioners. The EUMedEA Crash Course (CC) is an intensive training course mixing teaching, research and expertise funded by the European Commission via the EUMedEA Jean Monnet Chair. It was held for three editions (2016–2018) at the University of Catania. Based upon studying and sharing the expertise on crisis at the EU Mediterranean borders, this intensive learning experience allowed young and senior researchers to interact in a qualified academic context by looking at the on-field activities of the experts directly involved in the crisis management, in Italy or in other Mediterranean countries. The selected topic – crises at the EU Mediterranean borders and migration in particular – has involved an international group of instructors and researchers who profited of the expertise of those who experience practices on the ground. The EUMedEA CC tried to bridge the gap between academia and experts by providing excellence teaching, focusing on a various range of crisis managers willing to share their everyday business. New crises require new actors, strategies and instruments, thus new analytical tools to understand new and old practices to address crises in the Mediterranean area are needed. In sum, by providing an innovative teaching based upon experience on the ground, this CC has brought the EU as a crisis manager closer to European (young) researchers.

This study aims to demonstrate the application of Lean Six Sigma (LSS) at a stainless steel manufacturer in Türkiye for yield improvement.

A qualitative approach consisting of a single descriptive case study was adopted. Both primary and secondary sources were used. The interviews were conducted with the Six Sigma team. In addition, an in-depth review of the project documents was conducted. The “define, measure, analyze, improve and control (DMAIC)” phases were explained by examining the tables, facts and figures. The company’s downgraded rate owing to defective materials was 0.21%. Root causes were detected in the tension unit, carpet cleaning, coating unit, film surface and cleaning of the rolls. Therefore, improvements were taken accordingly.

The rolled throughput yield was 99.05%, and the defect rate was reduced to 0.08% after implementing LSS, which provided statistically proven results and a direct reflection on customer satisfaction.

To the best of the author’s knowledge, this is the first case study examining the application of LSS to improve the yield of a medium-sized stainless steel company in Türkiye.

The purpose of this paper is to differentiate local versus global brand associations in an emerging market (Turkey)’s coffee shop market.

Two leading coffee shop brands – one local and one global – were analyzed with an emerging exploratory research technique – brand concept mapping (BCM) – to reveal their strong, favorable and unique associations leading them to market leadership.

The results indicate that, these two successful brands both have distinctive, yet relevant positions in their consumers’ mind. Local cultural experience is relevant for differentiating local brands, even if the coffee shop concept is globally imported. Global coffee shop brand, on the other hand, means membership to global middle income segment and is remembered as global fast coffee service.

The main limitation of this exploratory study is the sample size limitation by its nature. So, the generalizability of the results should be approached with caution. Researchers use BCM technique; however, this method does not permit to reveal the expected levels and the importance of the attributes. Thus, further research are suggested to be complementary.

This study fills the research gap in revealing and comparing local vs global brand associations by using BCM technique, which enables one to measure the strength, unique and favorable associations/brand images more suitable to Keller’s (1993) conceptualization. This study pioneers in using this technique in international branding.

Paramedics are responsible for managing emergencies, caring for patients and performing life-saving procedures under heavy workloads, which can have a significant negative effect on their emotional eating and food addiction (FA) behaviors. Thus, this cross-sectional study aims to shed light on the relationship between emotional eating tendencies and FA in paramedics by considering their food preferences, sex, and body mass index (BMI) factors.

The questionnaire consisted of Yale Food Addiction Scale and Emotional Eating Questionnaire (EEQ), as well as sex, age, weight, height and number of snacks and main meals collected face-to-face from the 196 paramedics.

The FA prevalence was 14.9%, and more than half of the paramedics were emotional eaters. The total score of the EEQ was significantly higher in the FA diagnosed group than in the group FA not diagnosed (p < 0.001). The food preferences of the paramedics were found to differ significantly depending on whether they were diagnosed with FA or emotional eating. Being a food addict or emotional eater significantly increases the odds of consuming chocolate-wafer, pie-cake, chips, pastries, pasta and fries (p < 0.05), and participants with FA diagnosis and emotional eaters were more likely to prefer these foods than those with nondiagnosis and nonemotional eaters (p < 0.05).

Findings highlighted the connection between FA and the emotional eating behavior of paramedics, indicating that they attempt to compensate for their emotional ups and downs through eating. The job-related stress and emotional eating behaviors of paramedics may increase their BMI and susceptibility to FA.

This paper aims to investigate the relationship between sustainable investments and a series of uncertainties from January 2014 to December 2021, including many economic and political turbulences and the COVID-19 pandemic.

The authors use Rényi’s transfer entropy method, a nonparametric flexible tool that considers both the center distribution and lower quantiles, capturing extreme rare events that give additional insights to analysis.

The authors’ results indicate significant bidirectional information transmissions between the crude oil volatility and sustainability indices. The authors report information flows between the cryptocurrency uncertainty and sustainability indices considering tail events. The results are essential for market participants making decisions during turbulent times.

This paper is carried out for a variety of uncertainty measures and environmental, social and governance (ESG) portfolios of both developed and developing markets. It adds to literature in terms of methodology used. Rényi’s transfer entropy methodology is first used to measure the relationship between uncertainties and ESG investments.