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This research analyses the impact of experiential marketing events on word-of-mouth for destination brands while considering the moderating role of brand familiarity and the mediating role of brand equity.

The study is based on a survey of 844 participants in a real event organised by a leisure Spanish destination with a large inflow of national and international attendees, in conjunction with the city government where it is located.

Attendees’ evaluation of the event exerted a significant positive effect on word-of-mouth. However, brand equity – which is built over time via past marketing actions – mediates this relationship. Meanwhile, brand familiarity moderates the relationship between people’s overall evaluation of the event, brand equity and positive recommendations.

These results offer guidance to destination managers regarding reoccurring experiential marketing events. Participants with high appraisal of events serve to create buzz and amplify the event experience for others.

The study is a novel attempt to analyse the influence of visitors’ experiences on brand destination outcomes by considering the moderating role of brand familiarity – an issue that, to our knowledge, has not been assessed in the context of events. The results make clear that mere exposure to a brand does not necessarily lead to brand equity and WOM. Instead, managers must design experiential events carefully – not only to convert sporadic visitors into frequent customers but also to keep consistent clients from losing interest.

This study aims to analyze the multicultural consumers’ perceptions multicultural consumers’ perceptions of their experience after participating in online cocreation actions in the fashion industry and the behavioral consequences of that experience.

This research was conducted in Spain and the UK, with 800 active online cocreators, leading to a proposal of a comprehensive model of the cocreation experience and its effects on satisfaction and engagement with the brand and the intention to continue cocreating using a multi-group covariance structural equation model.

All the proposed hypotheses were confirmed. Cocreation activities influence the cocreation experience, which, in turn, generates a positive effect on the behavioral responses of individuals in terms of satisfaction, engagement and future intentions to continue participating in the brand’s cocreation activities. The cocreation patterns are similar in both countries, leading to a comparable behavioral model across different cultural contexts. The findings conclude with relevant recommendations on how brands can improve their globalization strategies.

The practical utility for a fashion retailer arises from acknowledging the different dimensions of the cocreation experience as mechanisms to develop strategies that foster customer participation, thus enhancing satisfaction, brand engagement and advocacy. The results also advocate for the proposition of similar actions across different markets, given the homogeneity of behaviors, likely through global platforms that facilitate participation from different markets toward the creation of global communities.

The significant contribution of this research lies in the detailed proposal for measuring the cocreation experience and its integration into a comprehensive model of the impact of cocreation on classic behavioral variables. Furthermore, the differential analysis across two countries provides the added value of a multicultural evaluation of the phenomenon.

This paper aims to evaluate the measurement properties of the Employee Perception to Assess the Lean Implementation Tool (EPLIT) in the Brazilian hospital context.

A cross-sectional study was conducted in two Brazilian hospitals, adhering to COnsensus-based Standards for the selection of health Measurement Instruments (COSMIN) guidelines. Exploratory factor analysis (EFA) and Cronbach's alpha were used for construct validity and reliability.

The adapted tool comprises 27 items across five domains, explaining 63.3% of the variance. Cronbach's alpha ranged from 0.78 to 0.86, indicating satisfactory reliability.

Limitations include convenience sampling and exclusive use of EFA for validation. Future studies may employ Confirmatory Factor Analysis for further validation.

The tool aids healthcare managers in Brazil to systematically evaluate Lean implementation, contributing to process optimization and quality improvement.

Effective Lean implementation using the validated tool could lead to improved healthcare delivery and patient outcomes.

This is the first study to adapt and validate EPLIT for the Brazilian healthcare sector, offering a robust tool for managers and researchers.

Celebrity endorsers are usually considered to bring positive effects to associated nodes, such as brands and corporations. However, limited evidence suggests that brands and corporations are equally responsible for affecting celebrities and their credibility. Drawing on associative network theory, this study explores the effects of brand credibility and corporate credibility on celebrity credibility, both directly and through the mediating and moderating effects of advertising credibility. The research addresses three main issues: (1) whether brand credibility, corporate credibility and advertising credibility have significant effects on celebrity credibility; (2) whether advertising credibility has a significant mediating effect on the effects of brand credibility and corporate credibility on celebrity credibility and (3) whether advertising credibility has a significant moderating effect on the effects of brand credibility and corporate credibility on celebrity credibility.

The study used a quantitative approach involving structural equation modelling. Data were collected from 675 participants from London and focussed on four leading international brands, corporations and celebrity endorsers.

The findings show that brand credibility and advertising credibility have positive direct effects on celebrity credibility; and that advertising credibility mediates the effects of both credibility constructs on celebrity credibility. Furthermore, moderating effects of advertising credibility are also found.

This study will help managers to understand the reverse effects, i.e. the effects of brand credibility and corporate credibility on celebrity credibility. They will be able to understand that a credible brand and corporation like a credible celebrity can also bring significant effects on the associated elements. This will help them to recruit celebrity endorsers who have historically earned their credibility from previous endorsements of credible brands and corporations. Further, these findings will help managers to understand that credibility of the brand and corporation can also affect the credibility of the associated advertising, resulting in having a significant effect on the credibility of the celebrity. This on the consumers’ side will enhance their preferences, attitudes and behaviours, while for the corporation, it will enhance their economic and commercial performance.

This is the first study in the literature, where a conceptual model based on the reverse effects of both credibility constructs on celebrity credibility is examined, directly and based on the moderating and mediating effects of advertising credibility. Hence, the contributions to the literature are threefold: first, the study examines the reverse effect of celebrity endorsement, whereby the credibility of a brand or corporation is transferred to a celebrity endorser; second, the study examines the mediating and moderating effects of advertising credibility on this reverse effect and finally, associative network theory is used to examine the importance of the model.