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This study aims to examine ethical practices in the banking sector by testing the relationships between customer perceptions of ethicality and brand attributes like affect, image and equity.

Drawing on the social exchange theory, the authors advance the consumer’s perspective in explaining brand equity in the banking sector. Following the survey technique, the authors used the Hayes’ Macro Process in analysing the data collected from 148 bank customers in New Zealand.

The findings suggest that customers’ perception of ethicality, brand image and affect are significantly associated with brand equity. Also, brand image and affect significantly mediate the relationship between customer’s perception of ethicality and brand equity.

The main limitation of this study is the use of survey and cross-sectional methods. Future research may adopt mixed-method techniques to provide insightful information on how these variables influence brand equity.

The study demonstrates the mechanisms that facilitate brand equity and contributes to theory by analysing the factors of brand equity in the banking sector, which has been less investigated.

This research examines the applicability of the Employer Branding (EB) Mix model developed by Rayón et al. (2022), one of the few empirically validated models, to promote organizational commitment within the context of the Spanish healthcare sector.

A questionnaire was administered to 310 employees of a national company in the Spanish healthcare sector. Several multiple regression models were run between the EB dimensions and those of employees’ organizational commitment.

The results show that the elements of the EB Mix model have a positive relationship with employee’s commitment, especially affective and value commitment.

The existence of causality cannot be affirmed, in view of the sectional design with a single sample taken from the Spanish private healthcare sector. Additionally, it would be worth extending the analysis of the effect of the EB Mix model on the behavior of potential employees.

This research is extremely relevant, given that it can help organizations in the health sector to implement EB programs. The model is an effective tool for retaining human talent and can generate a competitive advantage for organizations that use it.

The EB Mix model presents a conceptually-based and empirically validated model that incorporates the perception of employees as co-creators of the internal brand, which promotes the democratization of organizations and includes the four Ps of the marketing mix.

The relationship between food and tourism has always been an increasingly important segment in the real worlds of hospitality, destination marketing and tourism development. However, only recently we have seen the acceptance of the growth in interest in gastronomic tourism as an academic field of study. Nowadays, there is a worldwide rise of concern for gastronomy and, specifically, for top gastronomy. The influence of gastronomy on tourism has provided new and exciting opportunities for major stakeholders in the tourism and travel industry.

This chapter focuses on the relation between Michelin-starred restaurants and luxury tourism in an attempt to understand the impact and influence of luxury restaurants in tourism. An evolutionary analysis of the literature and a Michelin-starred case study will be conducted with the aim of: (1) understanding Michelin star system and luxury gastronomy; (2) analyzing the potential link between top gastronomy and luxury gastronomy; and (3) listening to chefs' voices and perspectives on changes in consumer behaviour, perspectives and trends. Findings generated by this approach may help create innovative ways to address luxury tourism and hospitality.

Digitalization and marketing technologies have made it possible to overcome some barriers to pricing – a multidisciplinary field between marketing, finance and IT – and have set the stage for a paradigm shift in the pricing profession. Value creation, the pricing process, and price communication have been transformed by innovative business models and advanced algorithmic and human–machine solutions. This chapter synthesizes the literature to date and provides a comprehensive framework for an all-encompassing 360° pricing approach that broadens the understanding of pricing in the context of digital business across all steps of the price management process. Starting from product attributes and motivational beliefs in consumers' value assessment and adoption of (technological or digital) products or services, new business models and pricing models emerge in the digital economy, human–machine solutions for price implementation and repricing are increasingly applied, and price search and communication take place through a variety of digital communication channels. Each stage of this framework discusses concrete examples, highlighting the freemium strategy, the subscription model, price tracking and repricing tools, and digital price information channels such as e-commerce, marketplace, or price comparison platforms. The implications for price management in a digital, technology-driven landscape are discussed from the executive level to the analyst level.

This paper aims to develop the structure of employer brand and discuss whether employees and employers have the same view on the elements of employer brand.

The employer brand of Taiwan, which includes 5 facets and 20 eight terms, was obtained. Management, welfare, interest and environment are the common facets of employer brand in China and Western countries. In addition, family and atmosphere is an important factor that merges both Western and Eastern job applicants. Its contents emphasize family life, which is only found in applicants from Taiwan and China.

The results showed that enterprises utilize functional factors in order to connect emotions closely and satisfy psychological sustenance, which have true attraction to young Taiwanese applicants and the current workforce of employees.

In general, after 20 years of establishment and empirical research, the achievements are rich and many practical opinions are provided. However, most of the existing literatures come from the researches of Western scholars, and they may be affected by the Western social value. This study has explored the Oriental and Western literatures. In the study field of Taiwan, it is found that employer brand will definitely show different style features due to the cultural difference. Therefore, when an enterprise applies the relevant connotation of the employer brand, it is necessary considering the cultural difference. This shows the importance of cross-cultural study of employer brand recently. At the same time, this also highlights the contribution of this study on theory and practice.

Though affective commitment has been thought to be critical in team selection, it is yet to be integrated into current models on team selection primarily due to lack of understanding of its contribution to teamwork effectiveness and performance. This study tests the contribution of complementary person team-fit (CF), supplementary person team-fit (SF) and affective commitment (AC) to teamwork effectiveness in construction project teams. By this examination, a theoretical case is made for the inclusion of affective commitment in team selection and deployment in construction project delivery.

By using a deductive questionnaire survey on project team participants and experienced human resource managers in recruitment and team selection in project organizations, structural equation model (SEM) was used to test the contribution of CF, SF and AC parameters to teamwork effectiveness from a total of 105 responses gathered from project team participants in project delivery.

The SEM revealed that, CF, SF and AC together account for about 81% predictive effect to teamwork effectiveness which is higher than joint effect of CF and SF in existing models in team selection and deployment. By this, it can be affirmed that, in considering CF, SF and AC in an integrated manner in team selection and deployment, higher team effectiveness can be achieved that can stimulate high performing teams and effectiveness in project delivery.

The findings give theoretical assertiveness to extending consideration of competence and values in team selection to embrace affections and commitment to engender effectiveness in teamwork, cohesion, collaboration and performance. This present novel attempts to include affective commitment in teamwork toward higher team effectiveness.

The purpose of this paper is to expand and test Backhaus and Tikoo’s (2004) employer branding (EB) conceptual framework from the perspective of internal EB in a sport event sponsorship context.

This study developed a set of hypotheses, which were tested in the context of a business-to-business multinational organization’s sport event sponsorship project. Empirical data were collected from 716 employees of the case company after the sponsorship project was complete.

The results support all the hypotheses and reveal that a sport event sponsorship project can act as a means to achieving EB goals in the investigated context.

The sample of the study was limited to the existing personnel of one case company. The study measures the effects at a single point in time, thus the findings should be validated with longitudinal research design.

The results propose that companies can benefit from integrating sport sponsorship with internal EB. Practitioners are advised to create sponsorship projects that involve current employees effectively.

The study adds to the literature by being among the first empirical studies to have tested the effects of EB among current employees via a sponsorship project.

This paper aims to identify how cute packaging design elements can influence young adult purchases of unfamiliar products, especially the perceived old-fashioned ones.

Two studies were conducted systematically with 240 young adults. The first study manipulated product characters, fonts, colors and storytelling styles to determine the cutest packaging elements. Packaging samples containing the cutest elements from Study 1 were tested for their effect on purchase intention in Study 2, moderated by product familiarity.

Anthropomorphized product characters, curvy, handwritten-like fonts, a mixture of colors and superhero story-like product information were considered the whimsically cutest packaging elements by young adults. Whimsically cute packaging design can bridge consumer product unfamiliarity and generate higher purchase intention.

Whimsically cute packaging design could be a promising alternative for marketers promoting unfamiliar products to young adult consumers.

This study's findings complement existing literature on cute packaging design, whimsical cuteness and extrinsic cue utilization theory.