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This study aims to examine the relationship between entrepreneurial leadership (EL) and new product development performance (NPDP) at the firm level (level 2) of analysis and employee’s creativity (EC) at the cross level (level 1) of analysis. It also examines the serial mediations of (1) intrinsic motivation (IM)-EC and (2) creative self-efficacy (CSE)-EC on the relationship between EL and NPDP.

A systematic random sampling technique was used to collect data through self-administered surveys from leaders and employees of small and medium-sized enterprises (SMEs) in Pakistan’s IT sector. Analysis was conducted on net responses from 114 leaders and 476 employees.

The results revealed significant positive associations between EL and NPDP at the firm level of analysis and EC at the cross level of analysis. The results of the cross-level serial mediations show that (1) IM and EC, and (2) CSE and EC serially mediate the relationship between EL and NPDP.

This study is among the few to use the Coleman bathtub model to show top-down and bottom-up relationships. The study extends and complements the multilevel perspective on leadership and new product development research by simultaneously examining the relationships between EL and NPDP at the individual and firm levels.

The aim of the present research is to examine a university’s website factors that influence the brand image of a university and behavioral intentions of students.

Convenience sampling was used to collect data through questionnaires distributed to students of different colleges and universities in Islamabad, and the research model was tested through variance-based structural equation modeling in smart PLS.

The results reveal that diversity information, excellence information, personal branding of professors and virtual tours on a university’s website have a positive impact on brand image as well as behavioral intentions of students. In addition, brand image mediates the relationship between all factors and students’ behavioral intentions.

The present study is the first of its kind to examine the impact of diversity information, excellence details, professors' personal branding, and virtual tours on a university's brand image and students’ behavioral intentions. The findings offer theoretical and practical implications for enhancing e-marketing strategies through a university's website.