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Despite fast developments in esports sponsorship, limited research exists in the area of sponsorship evaluation in the esports context. The purpose of the present study was to test the relationships among esports involvement, sponsorship perceived fit and viewers’ intention to buy the sponsor’s products, and examine the degree to which perceived fit mediates the relationship between the involvement dimensions and intention.

The study draws on the theoretical model of sponsorship effects proposed by Wakefield et al. (2020) and obtained quantitative data from sampling esports viewers (n = 285). Statistical analysis was carried out in three steps. Beyond the descriptive statistics, confirmatory factor analysis (CFA) was conducted to assess the goodness of fit of the measurement model. The mediation analysis was performed at the end of the study.

The results supported the impact of one of the esports involvement dimensions (i.e. self-expression) on both perceived fit and esports viewers’ intentions to buy sponsors’ products. Involvement (self-expression) was found to have both direct and indirect relationships, through perceived fit, on purchase intentions. The study provided support for the associations among esports involvement dimensions, sponsorship perceived fit and purchase intentions.

The practitioners should first consider the involvement profile of esports viewers. The more involved viewers will be more likely to have positive perceptions about the fit between the esports tournament and the sponsor.

It is the first study to test a sponsorship evaluation model in the context of esports users. It does so by including a more detailed measurement of involvement (with three-dimensions) in the hypothesized model.

This study aims to investigate the nature of relationships between consumers and green brands and notably their role in shaping green brand evangelism. More particularly, the study first focuses on the influence of green relational benefits (confidence, self-expression, socialisation and altruistism) on green brand loyalty and subsequently the direct effect of green brand loyalty on green brand evangelism.

Data were collected using an online survey administered to a sample of 101 graduated female consumers of green personal care and beauty brands. Partial least square structural equation modelling was used to test the hypothesized relationships of the proposed conceptual model.

The study results demonstrate the existence of a positive and direct impact of confidence, socialization and self-expression benefits on green brand loyalty, with a stronger influence of confidence compared to the other benefits. Green brand loyalty generates a positive green brand evangelism from consumers.

To promote green brand evangelism, managers should invest in actions that enhance consumer loyalty towards green brands through a combination of confidence, socialization and self-expression benefits.

Although previous studies have discussed how relational benefits contribute to the development of brand loyalty, the issue has not been examined from a green brand perspective. In addition, this paper explores the antecedents of green brand evangelism, which have not been sufficiently addressed in the existing literature.

This article analyzes the relationships between different conceptions of time, socioeconomic development and cultural values.

We focus on three major aspects of time, namely, 1) duration, 2) orientation and 3) tempo. Furthermore, we draw on modernization theory to distinguish between agrarian/traditional and industrial/modern societies and their respective cultural values.

Analyses indicate that agrarian/traditional societies with cultural values such as collectivism, survival, religiosity and hierarchical structures are marked by subjective/cyclical/inaccurate, past-oriented and slow-paced conceptions of time. In contrast, industrial/modern societies with cultural values such as individualism, self-expression, secularism and egalitarianism are marked by objective/linear/accurate, future-oriented and accelerated conceptions of time.

This paper introduces an original conceptualization of the three dimensions of time – duration, orientation and tempo – previously overlooked in the literature. Additionally, it provides an in-depth and comprehensive analysis of the relationships between time, culture and socioeconomic development.

This paper aims to explore the multifaceted relationship between avatars, players, art and libraries in digital environments. Specifically, the paper investigates the artistic representation of avatars, the role of players in shaping avatar experiences and the integration of avatars and art in library settings. In addition, the paper seeks to examine the ethical implications of avatar representation, focusing on issues of diversity, privacy, authenticity, and accessibility.

This paper uses a systematic review to harvest literature from different accredited databases, such as the Web of Science and Directory of Open Access Journals. The review encompasses a wide range of scholarly papers, books and research papers spanning various disciplines such as computer science, information science and engineering.

The paper reveals that avatars serve as powerful tools for communication, self-expression and identity exploration in virtual environments. Avatars also play a significant role in facilitating social interaction, collaboration and engagement within digital communities, including libraries. Furthermore, the paper highlights the artistic potential of avatars as forms of creative expression and representation, showcasing how they can convey emotions, narratives and cultural symbolism in digital art spaces. However, the paper also identifies several ethical considerations associated with avatar representation, such as issues of diversity, privacy, authenticity and accessibility, which require careful attention and consideration by developers, designers and users.

The findings have several implications for theory, practice and policy related to avatar representation in digital environments, particularly within library settings. From a theoretical perspective, the paper contributes to the understanding of the complex interplay between avatars, players, art and ethics in digital culture. From a practical standpoint, the paper offers insights and recommendations for developers, designers and librarians on how to create inclusive, engaging and ethically responsible avatar experiences in virtual libraries. In addition, the paper underscores the importance of considering diverse perspectives and promoting ethical awareness and accountability in the design and implementation of avatar-based interactions in digital spaces.

This study's aim was to investigate the role of the perceived values of gaming on consumers' perceptions of brands as cool as well as the impacts on the consumer–brand equity relationship. The study proposed a framework highlighting the influences of fashion-branded games on brand coolness and building fashion brands' overall equity. As significant factors affecting gamers, gender and gaming have been studied as moderators affecting the overall proposed framework.

A quantitative method was used to assess the significance of the relationships within the proposed model. Partial least squares structural equation modeling technique was implemented to assess the framework's relationships with a sample size of 248 active online gamers.

The findings indicate that brand equity is positively associated with perceived brand coolness. Furthermore, of the three core online game values, perceived enjoyment was most strongly associated with perceived brand coolness, with other values, such as self-expression and perceived emotional challenge, having a weaker association. The multigroup analysis results further suggest that in the fashion industry, building brand equity through online games is strongly related to perceived brand coolness among female respondents, with the role of perceived brand coolness affecting male respondents to a lesser degree.

The contribution of this study to the existing literature consists in providing a deeper understanding of the impact of branded games on fashion brands' overall equity. The results provide insights for fashion brand managers into the significant effect of fashion gaming collaborations on consumers' behavioral outcomes.

The development of the next Web 3.0 digital generation will be built on a decentralized society and blockchain technologies such as non-fungible tokens (NFTs) and “soulbound tokens” (SBTs). These technologies will enable a digital proof of personhood that would make it possible for people to differentiate themselves through their unique credentials and reputation. SBTs can include unique information relating to the user’s identity that can enhance consumer’s self-perception, uniqueness and reputation building. The literature remains scant on the underlying consequences of SBTs from a consumer behavior perspective, and consequently the implications for brands given rising egocentric consumer needs which this study addresses.

This study adopted an exploratory approach using in-depth interviews with experts to increase our understanding related to SBTs, and their potential impact on consumers’ behaviors and brands’ marketing strategies.

The findings unveiled an SBT-led egocentrism cycle comprising the following stages: penetration and proliferation of SBTs, consumers’ need for uniqueness and differentiation, brand’s reputation, brand’s personality matching, brand-based NFTs’ characteristics and shift in the competitive landscape for both consumers and brands.

This research is among the first to study SBTs and their potential impact in the Web 3.0 environment where digital identities and ownership are decentralized and authentic.

Based on qualitative data from a large study exploring Muslim experiences in the workplace, this chapter explains how Muslim dress standards inform identity and are influenced by US cultural ideals about self-presentation and perceived anti-Muslim hostility. Theoretical sampling was used to find 25 men and 59 women, 32 of whom are veiled. These individuals worked at major corporations as numerical minorities or held professions where they encountered non-Muslims regularly. Informed by theories of orientalism and social identity, findings examine hegemonic representations of organizational power and describe how men could employ masculine practices to navigate anti-Muslim discourse and foster a sense of belonging at work. Within immigrant-centered workplaces, women face cultural backlash for appropriating Western styles deemed immodest. While working outside their community, women who wore hijabs emphasized their femininity through softer colors, makeup, or “unpinning” their veil to offset the visceral reaction to their hijab. Thus, adapting to workplace dress expectations is structured by intersections of gender, religion, and workplace location. This chapter illustrates how Muslim dress strategies indirectly reflect how Western standards of dress, behavior, and self-expression determine qualifications and approachability within workplace structures, marginalizing Muslims and reproducing racial and gender hierarchies.

This study explores young consumers' motivations for purchasing Virtual Luxury Non-Fungible Token Wearables (VL-NFTs) from luxury brands, which are virtually crafted luxury wearables minted as blockchain-based NFTs. Specifically, it investigates the relationships among consumers' perceived value of VL-NFTs, engagement with NFTs and purchase intention and the mediating effect of consumer engagement with NFTs.

Data were collected via an online survey of 504 young US consumers who had previously considered purchasing luxury fashion products and NFTs. Structural equation modelling was adopted for analysis.

Perceived economic, functional (uniqueness) and experiential (self-directed pleasure and affiliation) values of VL-NFTs directly influenced consumers' purchase intention. While symbolic value (self-presentation and conspicuousness) did not significantly influence purchase intention, it facilitated consumer engagement with NFTs. Moreover, consumer engagement mediated the relationship between economic and functional values and purchase intention.

The sample was only comprised of young consumers, limiting the generalizability. Additionally, consumers may perceive VL-NFTs differently because of differences in past experiences and the varying VL-NFT types, necessitating further investigation on consumers' motivations across different types of VL-NFTs.

This study contributes to the existing literature by examining the importance of multifaceted perceived-value dimensions and engagement with NFTs in consumers' motivation for purchasing VL-NFTs through the lens of the customer value framework.

Extant literature has extensively explored the factors driving consumer emotions. This study aims to contribute to the ongoing discourse by elucidating the influence of co-creation on consumer emotions. Specifically, this investigation seeks to probe how co-creation activities, orchestrated by firms, impact consumers' emotional experiences, with a particular emphasis on brand happiness. By addressing this research gap, the author aims to shed light on the understudied domain of co-creation's effects on consumer emotions, notably brand happiness, a subject that warrants further investigation in prior scholarly works.

Using surveys as the primary data collection method, the author assesses consumer perceptions, emotions and brand social responsibility. The initial study aims to discern the mediating role of brand social responsibility in the link between co-creation and brand happiness. Subsequently, the second study evaluates the moderating effect of brand social responsibility in the relationship between co-creation and brand happiness. These systematic investigations enable us to uncover the intricate dynamics between co-creation, brand social responsibility and consumers' emotional experiences, culminating in a deeper understanding of the phenomena at play.

The empirical findings of this study unveil the substantial impact of co-creation on consumers' brand happiness. Engaging in co-creation with a brand leads to a notable elevation in consumers' perceptions of the brand's social responsibility. Importantly, this heightened perception of brand social responsibility positively influences their emotional affinity toward the brand, resulting in increased happiness. Furthermore, this investigation sheds light on an intriguing aspect – the role of an individual's personal expressiveness. It accentuates how personal expressiveness acts as an augmenting factor, strengthening the effect of co-creation on brand happiness.

This research addresses the relatively underexplored topic of brand happiness, which constitutes a fundamental aspect of consumers' experiences. By shedding light on the intricate interplay between co-creation, consumer emotions and happiness, this research introduces an essential theoretical framework that emphasizes the pivotal role of co-creation in driving consumer emotional experiences and overall happiness. As such, this study presents a comprehensive and valuable contribution to the growing body of knowledge in consumer behavior and marketing.

Digital detox practices seek to encourage tourists to disconnect from their devices and immerse themselves in the destination they are visiting. This may involve activities such as meditation, yoga or simply abstaining from social media and email. The impact of digital detox practices on tourist experiences can vary depending on the individual. While some tourists may find it difficult to disconnect from their devices, others may appreciate the opportunity to fully engage with their surroundings without distractions. Ultimately, digital detox practices have the potential to promote mindfulness and enhance the overall travel experience for those who are willing to try them.

In this section, digital detox defined and different forms are mentioned. The motivation factors of digital detox tourism activities carried out in this context and destinations and businesses for digital detox holidays will be examined. The chapter concluded by analysing the feedback obtained from consumers on TripAdvisor. This chapter provides a valuable contribution to the present digital detox tourism, which is in the market as a new touristic product by offering a comprehensive literature review. In addition, the chapter examines the review of comments made by tourists on TripAdvisor about digital detox tourism. The chapter further offers recommendations to tourism businesses on how to enhance their services in this domain. As a result, this section is expected to make a valuable contribution to both the academic literature and the tourism industry, specifically in the area of digital detox tourism.