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Brands increasingly coappear in television programs while research in product placement has primarily focused on the placements of a single brand. Building on research related to product placement and cobranding, this study aims to systematically examine the roles of product competitiveness and brand competitiveness on the effectiveness of brand coappearance on television programs.

Extensive pretesting and four experimental studies were conducted. Real stimuli that had been digitally manipulated with fictitious brands were used in Study 1 (laboratory experiment involved student samples) and Study 2 (online experiment with a national sample) to examine the short- and long-term impacts of product competitiveness on brand coappearance. Real stimuli incorporated actual brands were used in Study 3 (involved advertisers’ key demographic) and Study 4 (alterative television program with a national sample) to examine the impacts of brand competitiveness and its interaction effect with product competitiveness.

The study found that coappearing with a product of high competitiveness significantly enhanced attitudes and purchase intention toward the coappearing products both in the short and long term. Product competitiveness further interacts with brand competitiveness to influence attitudes and purchase intention toward the coappearing brands suggesting a coopetition pattern for brand coappearances. The effect of brand coappearances did not vary substantially for low or high involvement products with or without character interaction.

The study develops a useful framework for explaining and understanding the potential spillover effects in brand coappearances. It contributes to the existing literature on product placement and cobranding, while also paving the way for future research opportunities.

When introducing new brands, marketers are advised to consider coappearance deals with more competitive brands in highly competitive product categories. Conversely, coappearance deals with less competitive brands in less competitive product categories should be adopted to promote well-known brands. Advertisers may also consider product or brand exclusivity arrangements with broadcasters to enhance the effectiveness of the product placement.

Although brand coappearance in media content is likely to continue to proliferate, little is known about the phenomenon and its effects. To the best of the authors’ knowledge, this research is the first to systematically examine the perceptions toward brands coappeared in television programs.

In their study of reciprocity in investigative interviews, Matsumoto and Hwang (2018) found that offering interviewees water prior to the interview enhanced observer-rated rapport and positively affected information provision. This paper aims to examine whether tailoring the item towards an interviewee’s needs would further enhance information provision. This paper hypothesised that interviewees given a relevant item prior to the interview would disclose more information than interviewees given an irrelevant item or no item.

Participants (n = 85) ate pretzels to induce thirst, engaged in a cheating task with a confederate and were interviewed about their actions after receiving either no item, an irrelevant item to their induced thirst (pen and paper) or a relevant item (water).

This paper found that receiving a relevant item had a significant impact on information provision, with participants who received water providing the most details, and significantly more than participants that received no item.

The findings have implications for obtaining information during investigative interviews and demonstrate a need for research on the nuances of social reciprocity in investigative interviewing.

The findings have implications for obtaining information during investigative interviews and demonstrate a need for research on the nuances of social reciprocity in investigative interviewing.

To the best of the authors’ knowledge, this study is the first to experimentally test the effect of different item types upon information provision in investigative interviews.

The purpose of this paper is to review literature on home-country institutional factors influencing the internationalization of small and medium-sized enterprises (SMEs) from emerging markets. Based on the analysis, the authors propose a research agenda to guide future studies in this field.

This paper follows a systematic procedure to review 58 selected articles on how institutional contexts in emerging economies impact SME internationalization, covering studies from 1999 to 2023. This period was chosen to capture recent research following the post-1990 market liberalization in most emerging economies, which has shaped new opportunities and challenges for SMEs expanding abroad.

This literature review shows that SMEs’ internationalization knowledge in emerging markets is strongly shaped by home-country institutional conditions. Key mechanisms include imprinting by home institutions and learning from domestic institutional sources, both critical yet underexplored areas in SME development. These processes offer substantial opportunities for future research into how institutional contexts influence SMEs’ global growth.

This research builds on previous studies that have emphasized firm-level and external factors such as host market appeal, consumer needs and resource availability driving SMEs’ internationalization. Focusing on home institutional factors, the authors provide a comprehensive review of academic studies and propose a future research agenda on the external institutional influences shaping emerging market SMEs’ global expansion.

This study aims to explore Augmented Language Models (ALMs) for synthetic data generation in services marketing and research. It evaluates ALMs' potential in mirroring human responses and behaviors in service scenarios through comparative analysis with five empirical studies.

The study uses ALM-based agents to conduct a comparative analysis, leveraging SurveyLM (Bickley et al., 2023) to generate synthetic responses to the scenario-based experiment in Söderlund and Oikarinen (2018) and four more recent studies from the Journal of Services Marketing. The main focus was to assess the alignment of ALM responses with original study manipulations and hypotheses.

Overall, our comparative analysis reveals both strengths and limitations of using synthetic agents to mimic human-based participants in services research. Specifically, the model struggled with scenarios requiring high levels of visual context, such as those involving images or physical settings, as in the Dootson et al. (2023) and Srivastava et al. (2022) studies. Conversely, studies like Tariq et al. (2023) showed better alignment, highlighting the model's effectiveness in more textually driven scenarios.

To the best of the authors’ knowledge, this research is among the first to systematically use ALMs in services marketing, providing new methods and insights for using synthetic data in service research. It underscores the challenges and potential of interpreting ALM versus human responses, marking a significant step in exploring AI capabilities in empirical research.

The widespread use of mobile apps in marketing has resulted in in-app advertising to promote products and services. Research on in-app advertising has focused on several dimensions but not on the modality of ad generation. The use of artificial intelligence (AI) and memes as advertisements has paved the way for multiple ways to create them. This study aims to understand the effect of various advertisement generation modalities on an individual’s trust, attitude toward the advertisement, subjective norms, intentions and use of a particular product.

Using the theoretical lens of reasoned action and trust, the authors explored through an experimental study (five treatments-AI-generated ad and meme, human-created ad and meme and user-generated meme, and (n = 300) the consumer’s intention to purchase a fictitious shampoo brand based on in-app advertising. The respondents were exposed to one of the treatments without knowledge of the ad generation modality.

Trust differed significantly across all the experimental conditions. Furthermore, the authors observe that the theory of reasoned action holds for all advertising generation modalities.

The use of AI in advertising is increasing exponentially, and brands are using AI-generated content to engage with their audiences on various platforms. To the best of the authors’ knowledge, this is one of the first studies to attempt to understand the effects of various ad generation modalities on the trust, attitude and behavior of individuals. Furthermore, this study examines both AI and human-created memes and their effects. The authors suggest optimizing the prompt engineering to develop AI-generated images.

This study aims to provide a nuanced understanding of the relationship between task-technology fit and employee innovative behavior, as well as the role of creative self-expectations.

Hierarchical regression analysis was used to test the proposed multilevel model on a sample of 407 employees working in Chinese companies.

Task-technology fit stimulates employee innovative behavior through the regulation of creative self-expectations and positive emotions. When creative self-expectations is low, the promoting effect of task-technology fit on innovative behavior is enhanced. However, when creative self-expectations is too high, this effect is reversed due to employees’ preference for challenging and complex work.

In the process of enterprise digital transformation, managers should not only focus on the alignment between employees' skills and individual task expectations, but also pay attention to employees' emotions and individual trait differences, to enhance the likelihood of innovative behavior occurrence and achieve successful enterprise digital transformation.

This study enriches the research on task-technology fit and provides recommendations for organizations to achieve digital transformation.

Therapeutic landscapes can be beneficial for patients recovering from cognitive and behavioural impairments. The therapeutic garden in the Royal Talbot rehabilitation centre (RTRC) located in Kew, Melbourne is a precedent for its nature design outdoor spaces and horticultural therapy (HT) program for patients with cognitive impairments due to brain and spinal cord injuries. There have been no studies into the physical design of the RTRC therapeutic garden.

This case study unveils the critical design themes, and dominant physical elements of the RTRC therapeutic garden through site observation and analysis over the course of two months, a semi-structured interview with a key staff, and graphical representations using integrated photography and collaborative digital tools of AutoCAD and Adobe Photoshop.

Seven critical design themes are identified for the RTRC garden: (1) space layout and organization, (2) physical and visual access, (3) pathway and facility, (4) multisensory vegetation, (5) amenity, wayfinding and seasonal interest, (6) cognitive stimulation, (7) utility and HT. Qualitative and quantitative data analysed in visual and descriptive format reveal multisensory vegetation, amenity, wayfinding and seasonal interest, and utility and HT are the top three most pivotal critical design themes in the RTRC therapeutic garden.

The findings of this case study can be used to impart knowledge about the design of therapeutic landscape settings for cognitive impairments to design professionals and the public.

There is no case study has been conducted for this precedent of therapeutic garden in the Royal Talbot rehabilitation centre that targets for cognitive impairment patients. With the increasing awareness in medical and healthcare environments, this case study would help to inject mutual understanding, generate knowledge and design awareness among design professionals and public, and to cultivate more good quality healthcare settings.

School leaders can significantly influence the conditions that affect teacher retention. Yet, leaders in rural and high-poverty schools often face limited opportunities to develop their abilities to enhance these conditions. In this case study, we examine how participating in a professional community supported school leaders' efforts to increase teacher retention and student learning outcomes.

We used case study methodology to study 14 leaders from rural, high-poverty or underperforming schools with greater-than-average levels of teacher turnover. The leaders were participating in a three-year research-practice partnership intended to assist them in using improvement science to address problems of practice related to teacher retention and student learning outcomes in their schools. We collected and analyzed data from interviews, exit surveys, artifacts and participant observations over a one-year period.

Participating in this professional community helped the leaders create the conditions for increased teacher retention and student learning outcomes by providing them with opportunities to collaborate with their peers, receive leadership coaching, exchange ideas and learn in a safe space.

These findings confirm and extend extant school leadership development research. A particularly interesting finding was the role of the professional community in reducing the leaders' feelings of isolation while providing them a safe space to learn. The findings also illustrate how universities and school districts can partner to provide professional learning opportunities that enhance school leaders' professional knowledge, leadership practices and well-being.

The construction business is widely recognised for its inherent complexity and dynamic nature, which stems from the nature of the job involved. The industry is often regarded as one of the most challenging industries globally in terms of implementing environmental, health and safety (EHS) practices. However, in the absence of EHS, the construction industry cannot be considered sustainable. Therefore, this study aims to identify the trends, knowledge gaps and implications of EHS research to enhance construction activities and knowledge.

The study adopted a science mapping approach involving bibliometric and scientometric analysis of 407 construction EHS publications from the Scopus database with the VOSviewer software. The study is based on journal articles from the Scopus database without restriction to any time range.

The main focus of construction EHS research identified in the study includes sustainability-related studies, risk-related, environmental issues, EHS management, integrated management systems studies, health and safety related and EHS in the construction process. Some emerging areas also identified include productivity, design, culture, social sustainability and machine learning. The most influential and productive publication sources, countries/regions and EHS publications with the highest impact were also determined.

Documents published in the Scopus database were considered for analysis because of the wider coverage of the database. Journal articles written in English language represent the inclusion criteria, whereas other documents were excluded from the analysis. The study also limited the search to articles with the engineering subject area.

The research findings will enlighten stakeholders and practitioners on the focal knowledge areas in the EHS research domain, which are vital for enhancing EHS in the industry.

To the best of the authors’ knowledge, this review-based study is the first attempt to internationally conduct a science mapping on extant literature in the EHS research domain through bibliometric and scientometric assessments.