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Enhancing the innovative behaviour of knowledge workers is a main task in knowledge management. The pay-for-performance policy is one of the management practices for innovative behaviour enhancement and has been gaining popularity in the knowledge-intensive context. However, it is still uncertain whether such practice really enhances the innovative behaviour of knowledge workers. To address this issue, this paper aims to propose and verify a conceptual framework incorporating kernel notions of social exchange, psychological empowerment and work engagement rooted in the social cognition paradigm.

The current study conducts a survey on 608 knowledge workers and their supervisors, validating the model structure and causal path pattern of the proposed framework. The causality is delineated from social exchange attributes of financial incentive, psychological empowerment and work engagement to innovative behaviour of knowledge workers.

Perceived organisational support and perceived pay equity are primary antecedents of symbolic incentive meaning reflected in the financial incentive of the pay-for-performance policy. Symbolic incentive meaning comprising dimensions of relative position, control and personal importance relates positively to innovative behaviour of knowledge workers. Psychological empowerment and work engagement are partial mediators of the positive relationship.

The current study explicates why and how social exchange attributes of the financial incentive provided by the pay-for-performance policy may enhance innovative behaviour of knowledge workers. Implications are supplied to knowledge management scholars and practitioners to optimise the pay-for-performance policy for innovative behaviour enhancement.

A number of research findings point to positive motivational attribution about the donor brand as an essential element of cause‐related marketing (CRM) effectiveness. However, there still lacks sophisticated delineation to explicate the antecedents and consequences of positive motivational attribution. The purpose of this paper is to propose and test a strategic management model to address this issue.

The current study, integrating pertinent theories, develops the conceptual CRM strategic management model. A multi‐phase investigation, alongside statistical technique of structural equation modelling, is used to estimate the causal path relationships among the latent constructs as hypothesised in the model.

Positive motivational attribution about the donor brand refers to the target consumer's perception that the donor brand is motivated with more altruism than egotism. Only when the consumer's prior experience of the donor brand reaches an acceptable level, such perception becomes possible to emerge. Then, the consumer feels stronger moral pleasure for participating or stronger moral displeasure for not participating in the campaign. Eventually, moral pleasure and moral displeasure exert immediate impact on purchase intention.

The empirically validated CRM strategic management model contributes to brand‐marketing research and practice by providing more strategic clues for maximising CRM effectiveness.

In recent years, the notion of consumer‐brand relationships has drawn increasing attention from both researchers and practitioners in the field of service brand marketing. However, different paradigms conceptualize and measure this notion from diversified perspectives. The current study, integrating and modifying the main concepts of different consumer‐brand relationships paradigms, proposes to test an integrative‐model.

The paper conducts an exploratory investigation and a cross‐regional survey, alongside the statistical technique of structural equation modeling, confirms the appropriateness of the entire model structure as well as the causal path pattern explicated by the proposed Strategic Management of Service Brand Relationships model.

According to the Strategic Management of Service Brand Relationships model, service brand commitment and service brand love partially mediate the effects of eight relationship components on service brand loyalty. Moreover, amid the eight relationship components, there are three components (satisfaction of affective attributes, trust, and self‐concept connection) also exercising a direct positive influence on service brand loyalty.

The Strategic Management of Service Brand Relationships model delineates the antecedents and consequence of positive service brand relationships. Specific indicators of the latent constructs as well as the causal pathways among these constructs provide strategic principles for fostering strong and durable brand loyalty through consumer‐brand relationships in the context of service brand marketing.

The archetype paradigm has been gaining importance as a marketing approach to global branding, advocating that strategists should create archetypal symbolism to engage with fundamental human psychology. The study reported here is based on consumer imagination theory, which aims to offers a means to determine whether a brand archetype will transform into an icon, and thereby achieve the maximum effect.

In‐depth interviews with 810 loyal customers of the Nike Air Jordan brand took place in the Asia Pacific, Western Europe, and North America regions of the world. Sub‐samples were selected and interviewed by research assistants in each sampling location, under central control to ensure that all profiles matched the known characteristics of the population under study. A relatively unstructured first phase generated question topics, which were transformed into verbatim sentences on cards, which respondents subsequently sorted. Matrix analysis elicited relationships among the resultant constructs, in terms of degree and direction. Focus group discussions were conducted to refine the emerging findings. Data were subjected to “open”, “axial”, and “selective” coding. Key concepts and relationships were finally incorporated into a fully developed model.

A “brand archetype‐icon transformation” model derived from the analysed data suggests a plan for the implementation of the “archetypal marketing” strategy, combining four theoretical elements under the overall coordination of a “comprehensive brand management” philosophy.

This study is an original and exploratory transfer of theoretical principles from classic psychology to marketing strategy. The final section examines practical potential by reference to other global brands. The paper proposes a paradigm for building and sustaining consumer loyalty to global brands.

The purpose of this paper is to propose a new multidisciplinary knowledge management (KM) model for the service sector and to explore its applicability through pilot test research.

Construction and testing of a knowledge-based strategic model for the service industry (maturity level of knowledge usage in service organizations model – MAKUSO model). A questionnaire addressed to senior managers was developed using variables grouped into four KM constructs relating to: human and market capital, processes that facilitate KM and antecedents that contribute toward creating a total and unique service experience.

The Spearman rank order correlations results confirmed the positive effects of leveraged knowledge assets, such as human and market capital, on company performance. The outcome of a principal component analysis indicated that KM needs to be considered at a strategic level to develop processes that encourage a knowledge-based strategy approach; thus the MAKUSO model was found to be a useful framework in support of this approach.

The research was limited by its exploratory nature. Use of random sampling right across the board was restrictive as was the small sample size.

Effective use of knowledge assets creates the supportive context that enables service managers to develop unique capabilities. This context becomes conducive to service experience authenticity and thus increases customer satisfaction. The findings imply that social networking is a key driver for the effective leveraging of knowledge assets. What appears to be more important is the generation and sharing of new knowledge and less the identification, measurement and warehousing of knowledge already owned by the company. Effective KM is facilitated by “lessons learned”, especially when these are taken into account in planning.

The model presented in this study addresses theoretical and empirical gaps in the area of services KM. Its novelty lies in its multidisciplinary and organic approach. The survey findings of the model’s application across a range of service companies provides useful insights on KM implications and raises valuable research questions for a future research agenda in services management.