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This paper aims to examine the importance of celebrity brands in influencing consumer perceptions of celebrity authenticity, which drives positive consumer attitudes and intentions. In addition, the notion of low-celebrity investment is investigated as a factor that diminishes the positive outcomes associated with celebrity brands.

Study 1 examines the effect of brand situation (endorsement versus celebrity brand) on consumer attitudes and intentions. Studies 2 and 3 investigate the role of celebrity authenticity in explaining the effects observed in Study 1. Study 4 examines celebrity investment as a bound of the phenomenon.

Study 1 demonstrates that consumers report heightened attitudes and intentions towards celebrity brands when compared to endorsements. Studies 2 and 3 provide evidence that authenticity explains the effects observed in Study 1. Results of Study 4 show that when consumers are aware of low-celebrity investment, the celebrity is viewed as inauthentic regardless of brand situation.

This research is limited as it focuses only on known celebrity endorsers who were matched with products that had a high level of fit. In addition, purchase intentions were measured as opposed to the study of actual purchase behaviour.

This research has important implications for the development of endorsements and celebrity brands by demonstrating that consumers view celebrities as authentic when they are involved with brands for reasons other than monetary compensation.

This research shows that consumers have heightened attitudes and intentions towards celebrity brands compared to endorsements. This research identifies celebrity authenticity as the process underlying the observed phenomenon. However, celebrity investment is identified as a boundary condition demonstrating that knowledge of low investment results in a celebrity being viewed as inauthentic.

The purpose of this paper is to evaluate undergraduate student perceptions about the application of immersive technologies for enhancing the student learning experience. This study assesses the viewpoints of students from varying multidisciplinary backgrounds about whether immersive technologies can enhance their learning experience and increase their level of engagement in the context of higher educational delivery.

The research used a case study methodology adopting a questionnaire-based research mixed methods approach. In total, 83 participants completed the questionnaire. The purpose of the research was to evaluate and interpret students’ perspectives at higher educational level about the use of immersive technologies towards enhancing their learning experience. There was also a focus on remote educational delivery due to the legacy of COVID-19.

The findings suggest that there is still more empirical work to be undertaken regarding the application of immersive technologies in higher education. The study revealed that there are immersive benefits though preference for face-to-face teaching remains popular. The negative connotations associated with immersive technology use in higher education, (e.g. virtual reality), such as cost of equipment and motion sickness, substantiates the themes identified in the academic literature.

The study explores a diversity of immersive technologies and their application in higher education (HE) contexts. Findings indicate that although there are acknowledged pedagogical benefits of immersive technology use in HE prevalent barriers remain that require further empirical research if immersive technology use is to be universally used in the sector.

Examine the effectiveness of online tutoring software to ameliorate poor performance in intermediate financial accounting.

Probit regression analysis comparing users versus nonusers of online accounting tutoring software, as well as analysis of student achievement pre and post-technology adoption over a 10-year period.

We confirm prior research findings that the number of terms that have transpired since a student took introductory financial accounting, whether they took the course at a two-year college, or if they needed to repeat the introductory course, are all negatively associated with performance in intermediate accounting. We find evidence that an online tutoring system, ALEKS®, helps moderate these negative correlations. Results suggest that in upper division courses where student knowledge of underlying basic material is uneven, online tutors are an effective tool in bringing students up to an equal level of competence without sacrificing class time.

Provides empirical evidence on the usefulness of online accounting software as a review tool in intermediate accounting.

Disadvantages experienced by accounting students due to when, where, and how they learned introductory accounting can be overcome quickly.

Although vendors of intelligent online tutoring software market their product as a useful review tool for intermediate accounting, academic research has not examined the effectiveness of these products.

Higher education (HE) in England and other parts of the United Kingdom (UK), traditionally and historically, has been dominated by privileged and powerful social groups. In recent decades, universities have opened their doors and encouraged participation by a diversity of learners including women, working class, minority ethnic groups and many others that might be deemed historically under-represented in HE. This movement came to be known as ‘widening participation’. I consider myself to be a product of the widening participation movement having returned to learn in 1994 after a 10-year break in education. However, providing access to participate is only the first step. For many HE students from under-represented groups, like the working class, the journey through the academy, while earning their degree, can be fraught with profound and difficult experiences. This chapter charts my own journey into HE as a student, and back into HE as an academic, with some equally fraught and profound experiences.

Purpose: The best way of improving youth entrepreneurs’ success rates is to provide youth entrepreneurs with quality support, skills, and resources to be better equipped and willing to make any decision that makes them creative with time. This chapter explores youth entrepreneurship in the MENA region as educating young people about entrepreneurship is crucial today and is about developing new businesses in the region.

Design/methodology/approach: The chapter mainly aims at the role of academia in boosting entrepreneurship among young people in the UAE. Then the literature provides insights on the substantial gender effect on becoming an entrepreneur and the region’s job market.

Findings: Our research indicates that the global economy is witnessing a sudden rise in entrepreneurship in all life areas, based on current world dynamics. Thus, young people must learn and accomplish skills that promote creativity for doing business. For young people to have the requisite skills to start their businesses, educational programs must be in line with industry requirements.

Originality/value: This chapter of the book focuses on youth entrepreneurship, which would help upcoming researchers and students grasp good knowledge about entrepreneurship’s importance. It also recommends relevant research areas on MENA youth entrepreneurship support programs.

In the last two decades, online computer-marked assignments (CMAs) have been widely used in accounting education. Although there is a growing body of research on this form of online assessment, most of the previous studies relied on small samples of respondents or focused on student self-report using survey methods. This exploratory mixed-method study aims to combine a quantitative analysis of learners’ academic performance on an online Financial Accounting course with a more in-depth exploration of learner experiences using qualitative methods. The quantitative findings suggest that student previous educational qualifications, age and experience of studying a similar subject are strongly associated with CMA completion, which is also linked to scores on other pieces of assessed work. The qualitative results show that from the learners’ perspective, diversifying assessment methods, introducing low-stakes assessment activities and creating opportunities for situational interest are viewed as key aspects of online CMA design. This paper concludes with discussing the implications of the study for designing and delivering online courses in accounting, particularly in the light of the growing popularity of massive open online courses (MOOCs).