Search

Purpose Entrepreneurship is an important paradigm for enhancing the economic well-being of nations. However, despite heated debate about the significant role of entrepreneurial education (EE) in developing favourable entrepreneurial intention (EI), little is known about the role of individuals’ entrepreneurial self-efficacy (ES), entrepreneurial motivation (EM) and family support (FS), which the authors investigated in this study. Design/methodology/approach This study has used a quantitative research design to collect data from 334 young people from various Malaysian higher education institutes using a purposive sampling technique and a deductive approach based on the theory of planned behaviour (TPB). Findings The findings revealed interesting insights into the criticality of young people’s ES, EM and FS in learning methods, techniques and skills to start new enterprises. Moreover, EE was a significant mediator of the relationship between individual self-efficacy, FS, EM and EI. Originality/value This study is among the few to contribute to strategic management scholarship by designing a framework based on the idea that EE relies on diverse factors, particularly ES, EM and FS. These factors encourage Malaysian young people to seek the necessary education to develop favourable EI and launch successful businesses.

PurposeRecent years have witnessed a rise in interest in neuromarketing from academia and industry, as it offers practical tools for determining consumers' subconscious reactions to marketing stimuli. Despite this, the current state of neuromarketing research is not well supported by empirical data. To offer a thorough overview of the studies conducted on this discipline in the past few years, a bibliometric analysis of neuromarketing is carried out, taking into account its techniques, key areas and publication patterns trends from several viewpoints.Design/methodology/approachThis study searched 463 documents for the web of science databases published during the previous sixteen years and visualized them. The graphical display of data was created using the VOS Viewer software.FindingsElectroencephalogram (EEG) appeared as a predominantly tool used in neuromarketing research. EEG is either used alone or together with Human Eye-Tracking (HET). “Emotions” was identified in the study as a crucial area of neuromarketing, among other pertinent concepts. The study's results also showed that authors from the United States produced the most articles on neuromarketing, followed by those from the United Kingdom and Spain. The publishing trend, sources and major contributors in neuromarketing are identified using Web of Science data from 2006 to 2021. Overall, the research provides insight into neuromarketing's past, present and future as well as the most widely utilized analytical techniques.Originality/valueThe study's conclusions will be of interest to researchers in understanding the journals that publish neuromarketing research, the themes that contributors and writers have identified, and the countries where research is carried out. This is the first comprehensive study, to the authors' knowledge, that provides a general summary of the key trends in neuromarketing research throughout its history. To the authors' knowledge, this is the first thorough study that offers a broad overview of the most important developments in neuromarketing research from 2006 to 2021.

Purpose This study aims to investigate consumer brand loyalty toward halal cosmetics using the theory of planned behavior through repurchase intention, which is primarily relying on the consumer’s attitude toward halal cosmetics. Important predictors such as trust on halal cosmetics, quality of halal cosmetics and religious beliefs of millennial Muslim female consumers shape consumer attitude. Design/methodology/approach The present study used the quantitative research design and deductive approach to collect the data from 275 halal cosmetics users in Pakistan by using a judgmental sampling approach. Findings Findings of the study provide useful insights for both theory and practice. The results support product quality, religious belief and trust on halal cosmetics as predictors of consumer’s attitude toward halal cosmetics that further develop consumers’ repurchase intention, which in turn enhances their overall brand loyalty. Besides, the findings also show that consumer repurchase intention has a mediating effect between consumer attitude toward halal cosmetics and consumer brand loyalty. Practical implications The current study helps in advancing practitioners’ understanding of female consumers’ brand loyalty in the halal cosmetics context. This study is considered to be greatly helpful for managers to gain knowledge about how repurchase intention and brand loyalty of millennial Muslim female consumers can be developed in the halal cosmetics segment, especially in the case of Pakistan. Originality/value Brand loyalty has been investigated by previous studies through different predictors and antecedents. This study contributes to the literature of brand loyalty by empirically examining and validating the different antecedents of consumer attitude that are accountable for creating consumer brand loyalty in the domain of halal cosmetics within the Pakistani cultural context. The current study also enhances the previous scholarly understanding on halal cosmetics by investigating the mediating role of consumer repurchase intention of halal cosmetics that further extends the discussion for both theory and practice.

Purpose The purpose of this study is to present a conceptual model where consumer electronic sports (eSports) engagement (CeSE) acts a predictor for gamers’ online engagement in eSports-related products/firm either through direct contribution (purchase intention) or indirect contribution (co-production, community engagement, word-of-mouth and recruitment). Design/methodology/approach Data from 262 eSports consumers aged 18–24 years were collected and analyzed through WarpPLS 8.0. Findings The findings of this study confirm that CeSE significantly influences all dimensions of the consumption behaviors (purchase intention, co-production, community engagement, word-of-mouth and recruitment). Originality/value This study provides empirical support for a conceptual framework developed through the social exchange theory and engagement theory. Besides, hierarchical component model approach is applied to estimate the composite model of CeSE.

Purpose The purpose of this study is to develop a scale for measuring service inclusion for tourists with disabilities in tourism and hospitality services. Transformative service research serves as the basis for the conceptualization and dimensionality. Design/methodology/approach To develop and purify the items as well as develop dimensions, standard scale development procedures were applied. Two studies were undertaken. In Study 1, the factorial structure of the service inclusion was constructed and confirmed using exploratory and confirmatory factor analysis. In Study 2, the field study was conducted to validate the scale. Findings The study developed a new scale for measuring service inclusion. The results show that service inclusion is a higher-order construct with four dimensions, namely, enabling opportunity, offering choice, relieving suffering and fostering happiness. Furthermore, service inclusion has a significant effect on tourists’ well-being perception, which results in more favorable behavioral responses. The newly constructed scale is declared as valid and reliable by the study that examined it for nomological validity by examining the relationship between service inclusion and tourists’ perceptions of their well-being. Originality/value To the best of the authors’ knowledge, this study is the first to develop measurement scale for service inclusion in the tourism and hospitality industry. The scale is proven as reliable and valid and is well suitable for measuring service inclusion for tourists with physical disabilities. It has potential to use for other relevant service contexts.

Purpose This study aims to explore the customers’ behaviour towards online shopping during COVID-19 in a Muslim country and proposes a co-creative service design for online businesses (webstore) in the post-COVID-19 era. Design/methodology/approach The study used a qualitative design for collecting the data where in-depth interviews from 18 customers were conducted following the qualitative design protocol. Due to the limitation of physical distancing, the interviews were conducted online using Microsoft teams. Findings Based on the findings, new potential services are proposed for webstores for customer engagement, the need for expansion of product lines and safety measures for customers and staff during and post-COVID-19 era. Following the findings, a co-creative service design is proposed for webstores to revamp the business during and post-COVID-19. Originality/value The study is unique because it has developed various unique strategic factors essential for revamping online businesses for better growth in post-COVID-19. The proposed new co-creative service design model for an online service provider is expected to create customers engagement and loyalty during and in post-COVID-19.

PurposeThis study examined the relationship between perceived personalization and positive electronic word of mouth, as well as the mediating impact of online advertising engagement and the moderating effect of online users' modes on that relationship. The theory of presence serves as the foundation for the relationships among variables.Design/methodology/approachA quasi-experimental research design was used to carry out the investigation. The analysis was performed on 865 valid responses from the treatment and control groups.FindingsResults showed no mediation for the control group and partial mediation for the treatment group. The treatment group's moderated mediation relationships were found as significant, but the control group's relationships were insignificant. The findings also supported the hypothesis that there is a significant association between perceived personalization and online advertising engagement for playful online users and a weak relationship for serious online users. On the mediation link of online advertising engagement between perceived personalization and positive electronic word of mouth, the conditional indirect influence of “online users' modes” has been specifically studied.Originality/valueThis study is the first to examine online advertising through the lens of the theory of presence and offers a moderated-mediation model of Online Users' Modes and Online Advertising Engagement, which is a valuable addition to the marketing body of knowledge.

Purpose The advent of COVID-19 was followed by an increased demand for organic products along with newfound customer interest in healthy consumption habits. This study aims to explore the impact of multidimensional consciousness on consumers’ attitudes and purchasing intentions toward organic food brands. Design/methodology/approach Given the importance of culture on customers’ decision-making, data were collected from the USA and India to examine the potential cultural differences with respect to organic products. A conceptual model is derived and tested using partial least squares structural equation modeling. Findings The results indicate that organic consciousness (e.g. for organic standards) is the most important predictor of attitudes, whereas environmental consciousness appears to be the prime motive in the formation of purchase intentions. Multidimensional (i.e. organic, environment, health and social) consciousness can predict attitude and intention. However, organic standards and social consciousness fail to directly influence customers’ purchasing intention. The impact of each dimension of consciousness varies between USA and Indian customers. Originality/value This study provides an understanding of customers’ sustainable consumption behavior by clarifying the relative impact of multidimensional perceived values. Also, because of the growth of organic food market globally, the findings of this study offer valuable insights by identifying the cultural difference between Western and Eastern customers’ behavior.

Purpose In the prevailing COVID-19 pandemic, organizations now are expected to serve customers who are highly conscious of safety and sanitation. Among others, the hospitality industry is significantly and negatively influenced by this pandemic. Given the unique characteristics of services, using advanced technology is not enough to create a memorable experience without physical interaction between service providers and customers. Thus, this study aims to define the “new normal” for service customers and to explore the “new service design” for the hotel industry. Design/methodology/approach As most of the Southeast Asian countries heavily rely on the tourism industry, this study focuses on one of the emerging tourism destinations in this region, Malaysia. The data is collected through in-depth interviews with 17 potential national and international tourists. Findings The results suggest that considering the “new normal” for customers, there is an immediate need for the hotel industry to revamp their service design by mainly practicing disinfection and sanitation activities, re-designing overall infrastructure and introducing promotional offers. Originality/value This study is novel in its kind as it provides useful guidelines for both practitioners and academicians/researchers. Under this crucial time, very few research is conducted specifically focusing on the hotel industry and tourists’ behaviors amidst the COVID-19 pandemic. The study will provide in-depth knowledge about tourists’ expectations from the hotel services, especially in their own voices.

The purpose of this research is to develop a scale for measuring customer value co-creation attitude (CVCCA).,Scale development procedures are used for item generation, item purification and validation. Two studies are conducted. In Study 1, exploratory and confirmatory factor analysis is used to generate and confirm the factorial structure of the CVCCA construct. Study 2 validates the scale on a large field sample.,The study develops a new scale for measuring CVCCA. Results suggest that CVCCA is a higher-order construct comprising three dimensions: interaction attitude, knowledge sharing attitude and responsive attitude. Additionally, experiential value significantly predicts CVCCA, which subsequently leads to customer value co-creation behaviour confirming nomological validity of the scale.,The CVCCA scale should be of interest for researchers in exploring factors and outcomes of CVCCA. The scale is useful to managers who are interested in measuring their customers’ co-creation of value attitude and their willingness to engage in value co-creation behaviour.,This is the first scale using the service logic of marketing lens. The scale is found to be a valid and reliable tool to measure customer attitude to engage in value co-creation.

Purpose– The purpose of this paper is to investigate the influence of corporate brand experience (CBE) on customer value co-creation attitude and behaviour (CVCCA and CVCCB). By integrating congruity theory with the theory of reasoned action, the study proposes an integrated model for developing CVCCB in a retailing context.Design/methodology/approach– Structural Equation Modelling, using AMOS software was conducted using a sample of 711 respondents from four hypermarkets located in five Malaysian states.Findings– The research findings indicate that CBE plays a significant role for developing customer attitude and behaviour of value co-creation activities. Results show that CBE has a strong positive influence on CVCCA and subjective norms (SN) which further lead to CVCCB. SN were found to be a partial mediator between CBE and CVCCA. CVCCA was found to be a partial mediator between SN and CVCCB. Full mediation of CVCCA and SN between CBE and CVCCB is confirmed.Originality/value– The research contributes to value co-creation literature by proposing an integrated model for developing CVCCB in retailing. This research opens avenues for future research to consider the importance of brand experiences in value co-creation practices.

Purpose – The purpose of this paper is to study the influence of entrepreneurial attributes, subjective norms and perceived desirability on entrepreneurial intentions. Design/methodology/approach – The data were collected from the business students of the Quaid-i-Azam School of Management Sciences, Quaid-i-Azam University, Islamabad, Pakistan. In total, 200 questionnaires were circulated among students of which, 185 were returned, representing 92.5 per cent response rate. After discarding incomplete and biased questionnaires, 170 were left for further analysis. The SPSS 20.0 was used to perform statistical analysis. Findings – The research finds that students’ entrepreneurial attitude, perceived desirability and subjective norms significantly lead to the development of students’ intentions to become entrepreneurs. Interestingly, the student’s existing skills and capabilities do not prove to be a significant predictor of their intentions to become entrepreneurs. The study concludes that the students can become successful entrepreneurs even without existing entrepreneurial skills and capabilities, provided that they have the entrepreneurial attitude, desirability and support by the community. Research limitations/implications – Limited sample size is one of the main limitations which confines its generalizability. Nonetheless, this research can create a ripple effect to further explore the factors on a large-scale sample in different cities, universities and countries. Originality/value – In the existing economic crises in the country, developing entrepreneurs is one of the important ways to boost-up financial growth. Students are one of the best potential segments, in this regard, to be developed as potential future entrepreneurs. Research on student’s intentions to become entrepreneurs in Pakistan is limited. This research had added value in both theory and practice by identifying the factors that can develop students’ intentions to become entrepreneurs.

Purpose – The purpose of this paper is to explore the direct and indirect influence of brand experience on a customer's brand attitude, brand credibility and customer-based brand equity. Design/methodology/approach Design/methodology/approach – The data were collected from 400 users of mobile hand sets, using convenience sampling technique. Data were analysed using structural equation modelling procedure to test the proposed relationships in the model. Findings Findings – The results indicate that the data were a good fit to the proposed model. All the paths in the model remained statistically significant. Although, Chi square test was not significant (6.10, df, 2, p Research limitations/implications – This research investigates the proposed model for a single product category. Future researchers can test the model for other product and service categories. Also, this research only explores the three most critical outcomes of brand experience; however future researchers can incorporate satisfaction, loyalty and commitment as the possible outcome of brand experience. Practical implications – This study demonstrates that brand experience can directly and indirectly influence some of the most important concepts in branding literature. This model will help managers to understand how investments in different aspects of branding process lead towards brand differentiation. Originality/value – This research is the first of its type that incorporates brand credibility, attitude and equity as the consequences of brand experience in a single causal model.