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Medellín, Colombia, experienced a remarkable social transformation in just two decades, leaving behind its troubled past of violence and insecurity. This study aims to identify the key actors and initiatives contributing to this transformation, considering cultural and social values shaping residents’ and visitors’ perceptions and determining the potential for the city’s brand. The research uses identity-based place branding theory and Delphi rounds to compare expert and promoter perspectives through surveys and tourist insights. The findings reveal recognising having a transformation in mind having offers guidelines for residents to propose tourism initiatives, aiding strategic city promotion and brand-building in collaboration with various organisations.

The development of regional public brands for agricultural products necessitates compelling narratives that resonate deeply with consumers. Given the distinctiveness of agricultural products, consumers prioritize the inherent connection to roots and heritage when making purchasing decisions. Therefore, crafting brand narratives must emphasize this root appeal, namely, consumers’ information appeal preference, to positively influence consumers’ brand perceptions and underscore the value of regional public brands. This study investigates this phenomenon through the lens of cue utilization theory.

Four experiments were conducted for this purpose. Study 1 examined the stimulus materials for brand story type (typical vs atypical). The purpose of study 2 was to verify whether the experimental material could be used to categorize participants' information appeal preferences (geographic vs cultural). Study 3 employed a between-subjects design with a 2 (brand story: typical vs atypical) × 2 (consumers’ information appeal preferences: cultural vs geographic) factorial design. Study 4 used a between-subjects design of 2 (brand story: typical and atypical) × 2 (consumers’ information appeal preferences: cultural vs geographic) × 2 (culturally derived power perception: individual and social).

The findings indicated that the type of brand story and consumers’ information appeal preferences interact with consumers’ brand attitudes toward regional public brands for agricultural products. In addition, a sense of place was found to mediate the interaction between the type of brand story and consumers’ information appeal preferences. Furthermore, culturally derived power perceptions moderated this mechanism.

This study offers valuable insights into marketing regional public brands for agricultural products by categorizing their brand stories into typical and non-typical narratives.

This paper aims to examine how visual elements used in packaging design relate to diasporic consumer identity and influence aesthetic appreciation.

Drawing on social identity theory, research on aesthetic principles and using a mixed methods approach, two studies are conducted. Study 1 involves a qualitative exploration of the nature of diasporic consumer identity and its relation with visual design in packaging. Study 2 involves quantitative testing and calibration of this relationship and its subsequent influence on aesthetic appreciation.

Diasporic consumers from the Middle East appreciate hybrid visual designs and prefer packaging that strikes an optimum balance of visual elements (colour, shapes, patterns) from the heritage aspects of their ancestral homeland and more contemporary aspects from their culture of living. Preference for balance elicits an overall positive diasporic identity feeling that mediates the relationship with aesthetic appreciation of visual design in packaging.

These findings offer new knowledge about the role of visual design in packaging in delivering symbolic value to diasporic consumers, evidencing how diasporic consumers’ dual identities shape aesthetic appreciation and preferences for hybrid visual designs.

Provides marketing practitioners and packaging designers with a concise and contextual directive for creating visual designs that appeal to a growing segment of diasporic consumers.

This research draws on social identity theory to uncover an aesthetic cultural precept – heritage, yet contemporary – that can inform the development of packaging designs targeting diasporic consumers.

This study aims to explore the perceptions of follower identities among Chinese youth and the formation of these identities within the context of use and gratification theory and mediated relationships.

Interviews were conducted with 22 individuals who followed digital influencers on various social media platforms, and a general inductive approach was followed to analyze the collected data.

The research uncovered that influencers’ followers view themselves as learners, advisees, surveillants, friends and sponsors, aligning these identities with their reasons for following influencers. These reasons are classified as either emotionally or functionally driven. The study further highlights the critical role these motivations and identities play in influencing the followers’ intentions to buy products and brands endorsed by influencers. Followers motivated by utilitarian reasons focus more on the product’s functionality and practical value, whereas those attracted to influencers for their unique personalities and perceived personal connections place greater importance on the products’ symbolic value.

Despite the widespread attention the influencer market has garnered, scant literature has deeply explored the psychological mechanisms behind individuals’ behavior in following influencers and their subsequent purchasing intentions. This study introduces new insights into influencer marketing by focusing on followers’ psychological motivations, offering a refined understanding of their impact on the dynamics of digital marketing.

While previous research has explored how tourists’ food-related perceptions influence their attitudes and behaviors toward a destination, there is limited understanding of how their psychological perception of a destination’s food affects their behavior. This study examines the relationship between tourists’ food-based self-congruity, attitudes toward local food, destination attachment and behavioral intentions. It also investigates the moderating effect of food cultural proximity on these relationships.

Data were collected through a questionnaire completed by 369 tourists who recently experienced local cuisine during international travels. Structural equation modeling (PLS-SEM) was used to test the research model.

The results showed that as international tourists’ self-congruity with a destination’s cuisine increased, they developed more positive attitudes toward local food and a stronger attachment to the destination. These attitudes and attachments, in turn, positively influenced their behavioral intentions. The perceived cultural proximity of the food moderated the relationship between self-congruity and both tourist attitudes and destination attachment, with lower perceived proximity strengthening these effects. Additionally, self-congruity directly influenced behavioral intentions.

By examining tourists’ food perceptions from the lens of self-congruity, this study uncovers new ways to leverage the symbolic and psychological values of food in destination marketing. Marketers can use these insights to align local food offerings with target tourists’ identities.

This study enhances the understanding of tourists’ food-related perceptions, highlighting the significance of food-based self-congruity in shaping their attitudes and behaviors toward a destination. The findings confirm the influence of symbolic and psychological connections to food on tourists’ attitudes and behaviors.

This study aims to understand how Gen Z consumers perceive fashion brands’ corporate social responsibility (CSR) communication through emotional appeals on Instagram and how such perception affects their overall behaviour towards the brand.

The study adopts a qualitative research approach through photo-elicitation and 14 semi-structured in-depth interviews with members of Gen Z, using one of the world’s largest fast fashion brands, H&M, as the study context.

It is increasingly difficult to capture the attention of Gen Z as they have become immune to the typical CSR messages despite attempting to appeal to their emotions. This makes CSR communication alone challenging in influencing brand perception. However, behaviour towards the brand, such as purchase intention, is not necessarily dependent on whether consumers are convinced of the brand’s CSR activities, as greater value is placed on fast fashion’s price and availability. For Gen Z, such elements surpass their concern for sustainable fashion. Since more emphasis is placed on neutral endorsers due to their trustworthiness, CSR efforts may be disseminated through such third parties to achieve desired outcomes.

Understanding consumers’ perceptions of the current CSR effort allows brand managers to reevaluate their CSR communication strategies to appeal to Gen Z and encourage positive brand behaviour.

Contrary to previous studies, which have focused on organisational outcomes, the study has in-depth explored consumers’ perception of CSR efforts on Instagram and the implications of such perceptions for long-term brand building.

The extensive brand associations research lacks organisation when it comes to the used information cues. This paper aims to systematically map and categorise the brand knowledge associations’ components and develop a typology applicable to any brand.

Using the restaurant and hotel industries in four different European cultural clusters as contexts, this work uses well-established systematic qualitative analysis approaches to categorise, code and model pictorial content in two studies. A four-stage sampling process identified Instagram brand-posted signals (photos), 243 from 26 restaurants in Madrid, Paris and Rome for study one and 390 from 29 hotels in Moscow, Berlin and Stockholm for study two. Adhering to relevant guidelines, the manual coding procedures progressed from 246 for restaurants and 231 for hotels initially generated free information coding inductive codes to a theory-informed categorisation. Quantitative analysis complemented the qualitative analysis, revealing the information cues relative utilisation.

For both studies, the analysis produced a typology consisting of two high-level and five lower-level brand knowledge association categories, namely: (a) brand characteristics consisting of the brand as a symbol, the brand as a product and the brand as a person, and (b) brand imagery consisting of user imagery and experience imagery. The five lower-level categories comprise of sub-categories and dimensions, providing a more comprehensive understanding of the brand associations conceptual structure relevant to brands operating in any industry.

Researchers can use this typology to holistically encapsulate brand associations or design projects aiming to deepen brand knowledge association aspects/dimensions understanding.

Managers can use this typology to portray brands. Some of the identified lower-level categories and/or sub-categories and dimensions are likely to need customisation to fit specific contexts.

The suggested categorisation offers a solid, comprehensive framework for effectively categorising and coding brand knowledge associations and proposes a new theory in the form of a typology.

The purpose of this study is to determine if regional proximity and fan club involvement could be used to predict success for brands that jointly sponsor a team and their key rival.

A brand with regional proximity to the rival teams it sponsored was identified. Fan club members of a major college sports team served as respondents. Structural equation modeling was used to test a model that predicted antecedents to purchase intentions and positive word-of-mouth based on individual fan characteristics.

Results suggest that the intrinsic and social components of fanship as well as regional proximity facilitate the success of brands jointly sponsoring rivals. The intrinsic dimension of fandom foreshadowed approval of the joint sponsorship investigated but did not directly enhance the sponsor’s brand equity. Instead, it was demonstrated that fans must first approve of the joint sponsorship arrangement before conferring elevated brand equity onto the sponsor. Increased social interaction with the fan club resulted in higher levels of purchase intentions and positive word-of-mouth of the joint sponsor.

This study differs from prior studies investigating joint sponsors in four ways. First, the intrinsic and social dimensions of fanship were measured within the context of a fan community. Second, the context of the study included a sponsor with regional proximity to both rival teams. Third, it was determined that the proclivity for social interaction within a fan community enhances the positive outcomes for joint sponsors. Fourth, unlike previous research studying joint sponsors, this study demonstrates a path to success for these brands.

Underpinning social identity theory (SIT) and service-dominant logic (SDL), the current paper seeks to explore the effect of self-presentation on online brand advocacy (OBA). Furthermore, this paper investigates the mediating role of hedonic value and the moderating role of customer interaction with e-commerce websites (i.e. Amazon, Walmart and eBay).

Data were collected from customers of three e-commerce platforms (i.e. Walmart, Amazon and eBay) using a structured questionnaire – multi-group analysis applied on SmartPLS 4.4.

Self-presentation has a positive role in increasing hedonic value and its impact on OBA. The moderating effect of customer interaction on these relationships is also investigated and found to be significant.

Our findings underscore the significance of fostering inclusive online communities and favorable online settings. Existing findings are consistent with overarching objectives of digital empowerment and enhanced online interaction quality. This paper contributes to harmonious and collaborative digital societies by encouraging personalized experiences that foster a sense of belonging among diverse customers.

This paper adds to the existing body of knowledge by comparing customer behavior on three major e-commerce platforms, going beyond the traditional focus on a single platform. Drawing on SIT and SDL, this paper provides a distinct nomological framework for OBA that unifies disparate constructs, filling theoretical gaps in our understanding of online customer behavior.

The recent shift from a tourist-centered dominant logic to a resident-centered dominant logic has placed residents at the core of successful destination branding. While residents are recognized as key agents in the success of destination branding, the literature highlights the misrepresentation and exclusion of residents in this process. This study aims to evaluate the contributions of destination brand love and destination psychological ownership in fostering evangelistic tendencies among residents.

Cross-sectional data were collected from 332 residents in Dodoma City, Tanzania, and analyzed quantitatively using structural equation modeling.

The results indicate that the interplay between destination brand love and destination psychological ownership is essential for fueling destination evangelism.

The study recommends that destination management organizations (DMOs) implement various initiatives to enhance residents’ commitment and passion for the destination brand, thereby garnering their support for the brand.

This study represents a novel effort to examine the relationships between destination brand love, destination psychological ownership and destination evangelism among residents. It contributes to ongoing scholarly discussions about the factors that can encourage residents’ voluntary participation in promoting their tourism destinations in developing countries.