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With over-the-top (OTT) streaming services rapidly transforming the media industry and saturating the market, the authors' study seeks to enrich the goal-directed behaviour model by exploring how perceived risks and descriptive norms influence OTT consumption.

Survey data from OTT subscribers were collected online to assess their risk behaviours. The 353 responses obtained were analysed with SmartPLS, validating the structural equation modelling (SEM) through structural and measurement model verification.

The authors' findings illustrate that descriptive norm, perceived behavioural control, as well as positive and negative anticipated emotion (NEM) and attitude, contribute positively to the desire to engage with OTT streaming services. Interestingly, the authors' study contradicts common assumptions, revealing that subjective norms do not significantly impact the propensity to utilise OTT services. This counterintuitive finding necessitates a reconsideration of prevalent theories and contributes to a nuanced understanding of OTT adoption determinants.

The data gathering for this study were conducted from the perspective of a single nation. Therefore, caution must be exercised when generalising this study's results.

The practical ramifications of this research are vast, providing OTT service providers and marketers with actionable insights to maximise user engagement and navigate perceived risks related to OTT service adoption and consumption.

This study's exploration of perceived risks and descriptive norms enhances the goal-directed behaviour model's breadth, facilitating a holistic comprehension of the constructs shaping OTT consumption behaviours. It would be the first attempt to combine perceptual, affective and behavioural factors and perceived risks to understand the user's predisposition to engage in OTT streaming services.

The study investigates the effect of an uncivil comment made by a party representative on social media and tests whether it can lead to a change in observers' attitude toward the party.

Data are collected from 196 respondents using a scenario-based survey. Proposed model is tested using partial least square structural equation modeling (PLS-SEM).

It is found that individual's moral identity and issue involvement influence perceived civility of the online post, which in turn affects attitude toward the party as well as the individual. It is observed that for high partisans, effect of perceived civility on attitude toward the party is stronger compared to low partisans. Party's lack of responsiveness to address the uncivil comment from its representative increases party's incivility accountability and lowers the partisan attitude toward the party.

The study presents a novel understanding of how political party representatives can influence the image of the party by engaging in an uncivil discourse on social media. Results support that strong partisan would react more unfavorably indicating that loyalty toward the party cannot be taken for granted.

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-03-2020-0084

Brands today operate in a dynamic business environment, which often requires them to take courageous actions, from taking a stand on controversial issues to responding to changing market needs. However, these actions are not merely strategic but also represent a unique aspect of the brands’ identity, which includes holding up to their core values and being resilient to social pressure. To better understand this positive virtue, the current study introduces the concept of brand bravery – a novel brand archetype that emulates the brand’s distinct identity. This study aims to conceptualize brand bravery and develop a psychometrically sound scale to measure it and investigate its relationship with positive brand relationship outcomes.

Two qualitative studies were conducted to identify the dimensions of perceived brand bravery. Three empirical studies develop and validate the proposed measurement scale and confirm the construct’s nomological validity by proposing a framework that explains the outcomes of perceived brand bravery.

Results from multiple studies support a seven-factor second-order reflective scale of perceived brand bravery, with dimensions altruism, bold, courageous, determined, enduring, fearless and gritty. The construct of brand bravery is found discriminant from other conceptually distinct but related brand attributes. Nomological validity tests further suggest that perceived brand bravery leads to positive consumer-related outcomes such as brand advocacy behaviors, positive attitude and consumer brand identification.

Brand bravery provides a vital roadmap to marketers who have sought to create a leading brand that can stay relevant in times of disruption. The multi-factor scale can help managers track, which dimension of the brand bravery scale is more relevant for shaping overall bravery perception.

The study introduces a novel brand attribute that has not been previously discussed beyond social and moral psychology literature. It conceptualizes brand bravery that will strengthen the understanding of this specific brand characteristic and provides a practical scale to measure brand bravery.

The purpose of this paper is to develop an insight into the prevalent just-in-time (JIT) practices adopted in Indian manufacturing industry for realizing the development and growth of the industrial sector. The endeavor of Indian manufacturing organizations to achieve manufacturing performance enhancement through JIT implementation has been highlighted in the present study.

The present study has been conducted in the large- and medium-scale manufacturing industries of India that have successfully implemented or are in the various stages of implementing JIT. The approach of study has been directed toward assessment of JIT initiatives in Indian manufacturing industries.

From the present study it is apparent that Indian organizations have been reasonably successful in improving the business performance by implementing holistic JIT initiatives and have successfully reaped the benefits of JIT implementation. However, it is also revealed in present study that Indian manufacturing industries need to work more aggressively on managing few issues of JIT.

The value of paper is in calculation of percent point score for each issue of JIT in context to Indian manufacturing industry and to find out significant as well as issues that need to worked aggressively by Indian manufacturing industry to reap the benefits of JIT.

The purpose of this paper is to create awareness of contributions made by just-in-time manufacturing (JIT) practice towards building performance measures in Indian manufacturing industry. Implications of JIT implementation issues in Indian manufacturing industry have been critically evaluated in this paper.

While conducting this study, survey of reasonable number of manufacturing organisations have been made so as to ascertain contributions made by JIT initiatives in the Indian manufacturing industries for achieving major performance measures. The correlations between various JIT implementation dimensions and performance parameters have been worked out by employing various statistical tools and bringing out significant factors contributing effectively towards achieving manufacturing performance measures.

The study divulges that attitude of management, participation of workers, relationship of organisation with suppliers and customers, adoption of latest manufacturing methods and successful adaptation of effective JIT initiatives can significantly contribute towards enhancing performance measures in the organisation. The study also reveals that the holistic JIT manufacturing methods outscore the traditional manufacturing practices towards improving the manufacturing performance. The study highlights that detailed JIT implementation over a reasonable period can greatly contribute towards achievement in performance of organisation.

The present study analyses the impact of JIT manufacturing method on performance of organisation and highlights the need for aligning organisational efforts in establishing manufacturing methods for attaining improvements in performance of manufacturing organisations. The paper highlighted the status of JIT manufacturing initiatives in the Indian context and the preparedness of Indian manufacturing industry to meet the challenges imposed by the Western world by employing aggressive JIT manufacturing strategies.

Introduction: In previous years, we can witness an upsurge in the usage of different digital tools by the different corporates worldwide. Instead, it can be witnessed during the time of Covid-19, where most of this affects the various human resource management (HRM) practices. It became essential for the industries worldwide to shift through digitalisation and so for HRM functions.

Purpose: Understanding the present situation of extensive usage of different digital tools, this chapter aims to discover and comprehend how successful the various organisations were in digitalisation and explain its outcomes. The main objective of this chapter is to explore the various factors influencing the success of digitalisation in human resources (HR) and measure its outcomes. To fulfil this aim, authors have focused on exploring the literature on a similar concept in the last decade (2011–2021).

Methodology: To conduct the study, the authors have approached a systematic study of bibliographic search with a motive to achieve the available works about HRM digitalisation. The list of different resources was primarily created using Google Scholar’s information. The acquired resources were then analysed and, based on certain pre-defined criteria, filtered.

Findings: The result of this study indicated that most of the previous studies focused on digitalisation outcomes, but very few studies have explored the dimension of understanding the success of digitalisation. Authors have categorised the factors among technological, organisational, and people factors. So further to understand these in-depth outcomes, both positive and negative outcomes have been understood.

Implications: Lastly, the authors have also tried to explore the suitable settings required for HRM digitalisation by studying empirical articles. This chapter will provide the overall view of the crucial factors for successful digitalisation in the domain of HRM and evaluate the outcomes. The study’s findings can be further utilised to conduct an in-depth study of the phenomenon and explore how the organisation can manage these factors during the implementation of HR digitalisation.

In this chapter, we describe the belief system of Izzat which is central among South Asian families. The idea of forced marriage is based upon the concept of Izzat or honor which is a cornerstone of family life in South Asian communities.

Rai (2006) suggests that South Asian community members are deeply affected by what others say about them. The closest English translations to Izzat and Sharam are honor and shame, respectively. Rai argues that Izzat and Sharam are mechanisms that safeguard patriarchal customs such as arranged marriage which are familiar to us from our own backgrounds as two Asian women. It is our belief that Izzat is the highest “context marker” (Pearce & Cronen, 1980) for forced marriages.

We will illustrate the concept of Izzat through two case vignettes and explicate theoretical ideas, based on Izzat to include Borzemyi-Nagy’s ideas about belief systems.

The research of Ryan Brown (2016) University of Oklahoma on “honour cultures” in the USA draws some parallels in gendered discourses about power of men over women. He suggests that high levels of murder rates as well as reluctance to address mental health issues are present in “honour cultures.” These ideas resonate with the strong influence of Izzat upon South Asian family and community systems which we have met in our practice. The development of our practice was in response to issues arising from our clinical work in these communities (Robinson, 2016).

We will explore the continuum of marriage to include forced, arranged and consensual marriage within the context of Izzat and compare with black African and African-Caribbean families.

We will also consider issues of cultural competence and expertness and how this interplays with strongly held belief systems such as Izzat. We will end with some clinical implications and pointers for practice.