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The purpose of this paper is to introduce a new strategic management tool – the reverse persona. In doing so, the methods, use and benefits documented from a case study with a global franchisee organization are presented.

This tool was derived from working with a global franchisee organization sought to design and launch a new product into the market. The reverse persona was deployed through n=14 qualitative interviews with franchisee owners were conducted to understand their perceptions of customers, awareness and concern of competition and their willingness to take risks. These insights were collated to develop reverse personas for the senior leadership team within the organization.

Changing the scope of personas from external customers to internal employee development, can further strengthen the method’s effectiveness in decision-making and strategic management, particularly for the implementation and roll out of new products.

In the case study, the senior leadership team saw the manager persona as a strategic aid to, “Help target the implementation of new products in stores, select franchise owners for potential new roles and to deeply understand the motivations, challenges and attributes of their middle management contributing to the competitive advantage of the organisation.”

This article is the first to explore the use of personas for internal strategic planning use within a company.

This paper aims to demonstrate how consumer attachment to celebrity brands is driven by perceived narratives about the celebrity’s persona, which triggers communal (i.e. altruistic) relationship norms. The research investigates the differential role of narratives about celebrities’ personal vs professional lives in creating attachment and identifies and tests moderating effects of narrative characteristics including perceived source of fame, valence and authenticity.

Three online experiments tested the proposed direct, meditating and moderating relationships. Data was analyzed using mediation analysis and multiple ANOVAs.

The results suggest relationship norms that are more altruistic in nature fully mediate the relationship between narrative type and brand attachment. Additionally, personal narratives produce stronger attachment than professional narratives; the celebrity’s source of fame moderates narrative type and attachment; and on-brand narratives elicit higher attachment than off-brand narratives, even when these narratives are negative.

The authors offer recommendations for how marketers can shape celebrity brand narratives to build stronger consumer attachment. Notably, personal (vs professional) narratives are critical in building attachment, especially for celebrity brands that are perceived to have achieved their fame. Both positive and negative personal narratives can strengthen attachment for achieved celebrity brands, but only if they are on-brand with consumer expectations.

This research is an introductory examination of the fundamental theoretical process by which celebrity brand relationships develop from brand persona narratives and how characteristics of those narratives influence consumer-brand attachment.

This chapter analyses common, contradictory, paradoxical patterns in the evolution and development of authentic leadership that emerged throughout this handbook. The authentic leadership literature has been valuable in focusing on and reawakening a wider discourse on leadership and in particular the need for a reappraisal of leadership values. The adamant, one might say absolutist, claims for the theory have begun to restrict understanding. The chapters in this book reveal dimensions and insights that broaden and diversify potential approaches to contextual understanding and exercising leadership. Reilly and Turcan conclude that authentic leadership is still in its embryonic stage and whether it will fully emerge and become a mature discipline remains to be seen.

The purpose of this paper is to outline a fast track process Cornell used to develop a user‐focused vision and recommendations on how Cornell University Library should present itself and the information landscape to its users.

A consultant was hired to conduct local interviews probing audience work habits and needs and to synthesize them into composite personas segmented on the basis of “like” behavior. These “imaginary friends” helped validate and supplement user studies done elsewhere and existing quantitative data from Cornell, thus influencing all the decisions and recommendations that the team produced.

The personas can also serve as a way to effectively communicate about and develop empathy for user needs throughout planning and implementation.

Understanding and assessing the information seeking and managing needs, habits, and expectations of a library's audience are crucial for creating a digital library environment that is relevant to users. While anthropological studies are most meaningful, can you be sure that results produced at other institutions are complete and relevant for your own environment and purpose? The use of personas provides an effective tool that validates such comparisons.

Personas have been mostly used in industry, but in our process they proved a useful and relevant benchmark for the academic library environment.

The “what is beautiful is good” (WIBIG) effect implies that observers tend to perceive physically attractive people in a positive light. The authors investigate how the WIBIG effect applies to user personas, measuring designers' perceptions and task performance when employing user personas for the design of information technology (IT) solutions.

In a user experiment, the authors tested six different personas with 235 participants that were asked to develop remote work solutions based on their interaction with a fictitious user persona.

The findings showed that a user persona's perceived attractiveness was positively correlated with other perceptions of the persona. The personas' completeness, credibility, empathy, likability and usefulness increased with attractiveness. More attractive personas were also perceived as more agreeable, emotionally stable, extraverted and open, and the participants spent more time engaging with personas they perceived attractive. A linguistic analysis indicated that the IT solutions created for more attractive user personas demonstrated a higher degree of affect, but for the most part, task outputs did not vary by the personas' perceived attractiveness.

The WIBIG effect applies when designing IT solutions with user personas, but its effect on task outputs appears limited. The perceived attractiveness of a user persona can impact how designers interact with and engage with the persona, which can influence the quality or the type of the IT solutions created based on the persona. Also, the findings point to the need to incorporate hedonic qualities into the persona creation process. For example, there may be contexts where it is helpful that the personas be attractive; there may be contexts where the attractiveness of the personas is unimportant or even a distraction.

The findings point to the need to incorporate hedonic qualities into the persona creation process. For example, there may be contexts where it is helpful that the personas be attractive; there may be contexts where the attractiveness of the personas is unimportant or even a distraction.

Because personas are created to closely resemble real people, the authors might expect the WIBIG effect to apply. The WIBIG effect might lead decision makers to favor more attractive personas when designing IT solutions. However, despite its potential relevance for decision making with personas, as far as the authors know, no prior study has investigated whether the WIBIG effect extends to the context of personas. Overall, it is important to understand how human factors apply to IT system design with personas, so that the personas can be created to minimize potentially detrimental effects as much as possible.

The purpose of this paper is to document the development path of a specific concept during its first 20 years.

Evidence was extracted of the citation-counts of relevant articles, uses of the term in other articles that do not cite the original articles, and uses of terms with similar meanings. Examination of the data took into account insights from epidemiology, memetics and diffusion of innovations theory.

The concept has had insufficient impact to overcome the weaknesses in theory and practice that it was intended to address. It has lacked champions. It has proven to be sufficiently fit to survive, but not to flourish.

Google Scholar has a wide catchment area, and hence provides a basis for tracking the path of development of new ideas. However, the tools remain fairly blunt, and do not, for example, enable efficient extraction of patterns of citation over time, or the nature of the uses made of terms by the citing articles.

Neologisms take on a life of their own, losing the associations that they were intended to have with other ideas, and shedding their embedment in a body of theory. For a new term to successfully project a meme, its proponent must enthuse a critical mass of early adopters to apply it, and to generate a further round of adopters.

Concepts are seldom tracked over time. This paper shows that a new term and its associated body of theory require more than publications in top-level journals if they are to have significant impacts on academic research and industry practice.

This chapter examines the 1999 trial of Aaron McKinney for the murder of Matthew Shepard, a gay student at the University of Wyoming whose death propelled forward an incipient movement to legislate against hate crimes. It explores the competing ways in which Aaron McKinney was conjured as a legal persona, defined through the opposing lenses of gay panic and of homophobic hate. It situates those personae in conflicting narratives of criminal culpability emerging out of indeterminate legal doctrines and definitions (the unwritten law; the meaning of ‘malice’), and argues that in conjuring them, adversarial criminal trials necessarily destabilise the ‘default legal person’. In doing so, trials performatively reconstruct the past in ways that both mark and mask a past events. In the McKinney case, contests over his culpability emerged against a backdrop of loss, both epistemological and affective, generating a projective reckoning with Shepard’s death in ways that enabled a politically transformational mourning process.

This study endeavors to deepen our understanding of intercultural conflict by the detailed development of a particular case. The case chosen is the controversy over spearfishing between the largely white protest community in northern Wisconsin and the Native American (Anishinabe) community in the same region. This study identifies and examines a kernel image which serves simultaneously as common and uncommon ground across the two communities, thus helping to escalate and prolong the conflict. This process is further explored through the identification and articulation of the rhetorical visions which embody the common sense of a community and are expressed through the collective discourse of that community. Finally, implications for intercultural conflict in general are discussed.

Coronavirus disease 2019 (COVID-19) has resulted in traveling restrictions and decreased the demand among travelers since the end of 2019. Policies and people’s behaviors are gradually changing with the increase in the number of new diagnoses of COVID-19. Tourism increases tourists’ risk of contracting COVID-19 and will undoubtedly be affected by this disease. Based on this assumption and social cognitive theory, this paper aims to explore the impact of COVID-19 on tourism in terms of people’s willingness to travel.

Based on social cognitive theory, this study has designed the model and variables. The data of the paper came from a survey conducted in 29 provinces of China and a total of 618 responses were used for data analysis after deleting invalid questionnaires. Drawing on the structural equation modeling method, this paper processes the data collected from questionnaires to test the hypotheses and come to the results.

The results indicate that the negative impact of COVID-19 will affect the severity perceptions, personal negative effects and positive effects of tourism during the outbreak, which will ultimately influence people’s willingness to travel. During the outbreak of COVID-19, impacted by environmental factors and personal factors, Chinese people’s willingness to travel has been significantly reduced.

This study mainly focuses on people’s willingness to travel and the demand side of tourism to analyze the effects of COVID-19 on tourism, which neglects the supply side of tourism for analysis. Subsequent research should take account of the supply side of tourism and expanding the sample size worldwide to determine the impact of COVID-19 on the tourism industry from a broader perspective.

This study quantitatively analyzes how COVID-19 influenced the tourism industry and precisely determines the possible mechanism of the effect of COVID-19 on tourism by using social cognitive theory to build a model. The insights from the work help to understand how COVID-19 affects people’s willingness to travel during the pandemic and how to address this issue.

新型冠状病毒（COVID-19）自2019年底以来开始被发现, 随后逐渐蔓延至全球, 给人们的生活带来不小的影响。该病毒的发展使得人们的出行受到了较大的限制, 因而减少了人们对于旅游的需求。随着新冠疫情确诊人数的增加, 政府政策和人们的行为也处在变化之中。基于这一假设和社会认知理论, 本文旨在从人们的旅游意愿角度探究新冠疫情对旅游业的影响。

本文所设计的变量和模型是在社会认知理论的基础之上提出的。本研究的数据来源于面向中国29个省市自治区的问卷调查。在剔除无效问卷后, 总共搜集618份有效问卷进行数据分析。本研究采用了结构方程模型, 对假设进行检验、并得出最终结论。

研究结果表明, 新冠疫情带来的负面影响会增加人们对疫情严重性的认知程度、疫情期间旅游给人带来的负面影响增大、正面影响减少, 从而最终影响人们的旅游意愿。在新冠疫情之下, 受到环境、个人因素的影响, 人们的旅游意愿显著降低。

本研究的数据均来源于中国, 所以将本文的结论应用于其他地区时, 由于不同地区的自然和社会环境差异, 结论可能会产生差异。本研究主要聚焦于人们旅游意愿的变化, 即旅游业的需求端, 来分析新冠疫情对旅游业的影响, 忽视了旅游业的供给端在新冠疫情期间对旅游业的影响分析。后续的研究可以考虑从旅游业供给端的变化进行分析、以及将样本数量扩大到全球范围, 从而可以从更广阔的视角来探究新冠疫情对旅游业的影响。

本研究定量分析了新冠疫情如何影响旅游业, 并利用社会认知理论建立模型来精确判断这一影响的可能机理。本文的发现有助于了解新冠疫情如何影响人们在疫情行期间旅行的意愿, 以及制定相关的应对措施。

El coronavirus (COVID-19) se descubrió desde finales de 2019 y luego se extendió gradualmente a todo el mundo, lo que tuvo un gran impacto en la vida de las personas. La propaganda del coronavirus ha provocado muchas restricciones en los viajes de las personas, por lo tanto, reducía la demanda de viaje de las personas. Con el aumento en el número de casos confirmados de COVID-19, las políticas gubernamentales y el comportamiento de las personas también se están cambiando. Basado en esta hipótesis y teoría cognitiva social, este artículo tiene como objetivo explorar el impacto del COVID-19 en el turismo desde la perspectiva de la disposición de las personas a viajar.

Las variables y modelos diseñados en este artículo se proponen sobre la base de la teoría cognitiva social. Los datos para este estudio provienen de las encuestas por cuestionario de 29 provincias, municipios y regiones autónomas de China. Después de excluir los cuestionarios no válidos, se recopilaron un total de 618 cuestionarios válidos para el análisis de datos. En este estudio, se utiliza el modelo de ecuación estructural y la prueba de la hipótesis, al final llegar a la conclusión.

El resultado de la investigación muestra que el impacto negativo del COVID-19 aumenta la conciencia de las personas sobre la gravedad de la epidemia, y el impacto negativo del turismo durante la epidemia se aumenta y el impacto positivo se disminuye, lo que al fianl afecta la disposición de las personas a viajar. Bajo el COVID-19, afectada por factores ambientales y personales, la disposición de las personas a viajar se ha reducido significativamente.

Los datos de este estudio son todos de China, por lo que cuando las conclusiones de este artículo se aplican a otras regiones, las conclusiones pueden diferir debido a las diferencias en los entornos naturales y sociales de diferentes regiones. Esta investigación se centra principalmente en el cambio del deseo de viajar de las personas, es decir, el lado de la demanda del turismo, para analizar el impacto del COVID-19, por eso ignora el análisis del impacto de la oferta turística en el turismo durante el COVID-19. Los estudios posteriores se pueden considerar desde el aspecto de analizar los cambios en el lado de la oferta del turismo y expandir el número de muestras a una escala global, por lo tanto, se puede explorar el impacto del COVID-19 desde una perspectiva más amplia.

El encuentro de este artículo ayuda a comprender cómo el COVID-19 afecta la disposición de las personas a viajar durante la epidemia y a formular medidas de respuesta relevantes.

This study aims to understand the utility of personas and illustrate, through a case study, how a persona-building exercise in a Community Based Prevention Marketing (CBPM) training of community leaders elicited important insights that complemented findings from ongoing formative research on vaccine hesitancy in the Hispanic/Latino population in the USA during COVID-19 pandemic.

An exploratory concurrent parallel qualitative study design compared three personas created by community-based organization members (n = 37) to transcripts from five formative research focus groups (n = 30) from the same project. All participants in this study were recruited by the National COVID-19 Resiliency Network as part of their capacity-building and formative research activities. Grounded theory guided the content analysis.

This study found personas and focus groups to be complementary. A high degree of co-occurrence was observed when investigating the uptake of the COVID-19 vaccine under the categories of barriers, culture and communication. Between the two methods, the authors found strong associations between fear, disruption to the value system, work-related barriers, inaccessibility to health care and information sources and misinformation. Areas of divergence were negligible.

While personas provided background information about the population and sharing “how” to reach the priority population, focus groups provided the “why” behind the behavior, followed by “how”.

A community-driven persona-building process built on cultural community knowledge and existing data can build community capacity, provide rich information to assist in the creation of tailored messages, strategies and overall interventions during a public health crisis and provide user-centered, evidence-based information about a priority population while researchers and practitioners wait on the results from formative research.

This case study provided a unique opportunity to analyze the complementary effectiveness of two methods acting in tandem to understand the priority population: stakeholder-informed persona-building and participant-informed focus group interviews. Understanding their complementary nature addresses a time gap that often exists between researchers and practitioners during times of crises and builds on recommendations associated with bringing rigor into practice, promoting academic contribution to real-world issues and building collaborative partnerships. Finally, it supports the utility of a nimble tool that improves social marketers’ ability to know more about their audience for intervention design when time is of the essence and formative research is ongoing.