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A significant body of research has now been accumulated in the intercultural service encounter (ICSE) literature. However, no study to date has provided scholars and practitioners with a systematic review to map and better understand the ICSE domain.

To fill this gap, the authors systematically review and critically examine the state of academic research on ICSE.

Based on a systematic review of 31 journal articles published over the last two decades, the results illustrate that ICSE research is a vibrant and rapidly growing stream of the broader international business domain, and it is topically and methodologically diverse. This review also identifies significant knowledge gaps related to the adoption of different theoretical orientations by researchers examining ICSE at different levels of analysis, a lack of contextual positioning, as well as poor methodological rigor.

Based on the findings, the authors introduce a multilevel and multidisciplinary conceptual framework that integrates the concepts of emotional intelligence (EI) and intercultural communication competence (ICC) as the key variables that explain trust development during the interaction between two key culturally different stakeholders: service providers (employees) and service receivers (customers). Finally, the authors discuss the contributions and implications for both academics and practitioners.

This paper aims to analyze the skills and attitudes development of multicultural teams. In todays’ environment, business interconnectivity and multicultural societies are becoming the normal way of living. Although students are increasingly facing multicultural learning environments, their awareness and willingness or harmonious and productive learning in these environments need to be prepared for in a systematic manner. Therefore, it is necessary that the students are conscious of their commonalities and differences with other students to gain cultural competence. Students’ progress in developing their cultural intelligence is determined by co-operative social skills and the amount of interactions in a multicultural environment.

The research was conducted using a quantitative methodology. The questionnaire development roots in a students’ self-assessment scheme proposed by Armstrong (Wharton School, University of Pennsylvania) covering the progress made during the participation in an intercultural project.

The research findings relate to attitudes toward developing and sharing knowledge, stress, learning and task orientation, intercultural communication and cultural awareness skills related to the impacts of culture on the different ways of learning when working in multicultural teams. The study confirmed that knowledge gains and competence progress are higher in international teams compared to national teams.

To provide for better differentiation as to the student profile, e.g., nationality, cultural categories, a larger sample size is suggested.

The study might be seen as a road map for universities and international companies alike for imparting cognitive, affective and behavioral competencies.

This study complements previous studies investigating the phenomenon of stress with multi-cultural complexity in more long-term durations. It implies stress factors to appear also in short-term multi-cultural exposures.

This study, an empirical research, aims to construct and validate a new love-hate scale for sports fans and tested its antecedents and consequences.

The scale was designed and validated in three separate empirical survey studies in the context of Israeli professional basketball. In Phase 1, the authors verified the factorial validity of the proposed scale using exploratory factor analysis. In Phase 2, the authors conducted a confirmatory factor analysis using structural equation modeling. In Phase 3, the authors tested the nomological network validity of the scale.

The findings show that fans' involvement, loyalty and fandom significantly predicted their love–hate, which in turn significantly predicted self-reported fan aggression, fans' acceptance of fan aggression, price premium and frequency of watching games.

The model was tested on a relatively small sample of fans within a single country. This lack of generalizability should be addressed in future studies by examining the model in other sports contexts and countries.

This study suggests that understanding the properties of the love–hate measure may assist team sports clubs in identifying, preventing and controlling potential fan aggression.

The study provides three incremental contributions above and beyond existing research: it develops and validates a scale for measuring the phenomenon of sports fans' love and hate as mixed emotions; it makes it possible to capture the variations in the magnitude of fans' love–hate; and it relates fans' love–hate to important attitudinal and behavioral outcomes.

The purpose of this paper is twofold: first, to explore the influence of an individual’s attitude towards advertising and country-of-origin (COO) images (brand origin (BO) and country of manufacture (COM)) on brand equity creation; and second, to investigate how brand typicality moderates the effect of BO macro image on perceived quality.

The data to test the hypotheses were elicited from a consumer survey in the Greater Lisbon area (305 Portuguese consumers). The product category of smartphones was selected for two main reasons: it has not been extensively analysed in previous studies on the subject of brand equity; it is a device well-known to Portuguese consumers (particularly in the Greater Lisbon area). Three criteria guided the selection of the brands. The first criterion is to select brands which are well-known to consumers. The second is to choose brands with a distinctive BO and a main COM. The third and final criterion is to consider brands in different positions in the brand ranking. In order to estimate structural path coefficients, R², Q², and bootstrap techniques, the current study employs the partial least squares approach.

The results show that individuals’ attitudes towards advertisements have a positive impact on brand equity creation, whereas those towards the COM do not significantly influence brand equity creation. Attitudes towards BO only have a partial influence. Brand typicality, however, exerts a significant direct effect on brand equity dimensions and, hence, does not have a significant moderating effect.

The authors suggest analysing the influence of COO on dimensions of brand equity considering consumer segmentation, types of industry and a range of brands, as well as different levels of consumer involvement with the product category. Several brands with the same COO should be analysed in order to understand whether the effects on brand equity depend on the product category. Although the current study is a first attempt to combine the potential effect of individuals’ attitudes towards advertisements and COO on creating brand equity, further research should examine additional potential antecedents of brand equity. Finally, cross-cultural studies are recommended.

Regarding managerial implications, three main aspects should be taken into consideration. First, creative, original and different advertising strategies are more effective than the COO in creating brand equity and, consequently, in building loyalty among smartphone consumers. Second, consumers do not tend to care about the place, country or region where the smartphone is produced, but the image of the country where the brand originated may be important. Finally, managers should be aware that, at least, in the smartphone sector, the way consumers create favourable associations with the brand and typicality, trust the company and consider it good value for money, are more effective in building brand loyalty than the perceived quality of the product/brand.

Relating to the interrelationship between COO and brand equity, the results of the current study prove that the effects of COO are category specific. Therefore, more studies focussed on other contexts of products and brands are still needed to know in more detail how COO exerts an influence on brand equity dimensions. Even within a product category context, the results can depend on individual brands being analysed.

To the knowledge of the authors, this study is the first to investigate the dual (simultaneous) effect of individuals’ attitudes towards advertisements and COO images on brand equity dimensions. Adding to the originality of the paper, the category of smartphone with respect to brand equity has not been extensively analysed in previous studies.

This paper aims to contribute to the understanding of the complex consumer brand relationships by holistically exploring the dynamics between brand love and co-creation, how they are impacted by behavioural branding and their combined impact to brand loyalty.

This is a conceptual paper, based on extensive and thorough literature review on the fields of brand love, behavioural branding, brand communities and co-creation, that leads to the formulation of a proposed synthesized framework.

The authors propose that consumers experiencing brand love are more willing to engage in an active co-creating behaviour in the context of a brand community, especially when brand representatives vividly communicate the brand values and motivate consumers to engage. This process is moderated by the product/service category and level of customer involvement with it, and it produces a combined positive impact on brand loyalty.

The proposed conceptual framework needs to be validated through empirical research. However, even at this initial stage, it may have a significant impact, especially as it highlights the role of brand representatives and how they could drastically moderate the relationship between the brand and the consumer.

This is the first attempt to incorporate the constructs that are significant to the consumer–brand relationship research stream in one conceptual framework. The synthesis of these concepts will contribute to the improved understanding of the consumer–brand relationship, and its dynamics and will equip managers with a novel approach to the central role of behavioural branding.

The purpose of this paper is to investigate the antecedents and outcomes of online consumer brand engagement (OCBE). In addition, a mediator effect of satisfaction and brand love in the relationship between OCBE and positive electronic word-of-mouth (e-WOM) is analyzed.

Data were collected using a panel sampling with 201 participants from the millennial generation provided by the software tool Qualtrics. The online questionnaire is composed of two screening questions, the items of the constructs and a section with the socio-demographic variables.

Involvement and online brand experience (OBE) are important drivers of online brand engagement. Brand love is a significant mediator between online brand engagement and e-WOM.

Studies about antecedents and outcomes of online consumer engagement are rare. This paper contributes to the fledgling online consumer engagement literature by analyzing three antecedents: involvement, OBE, and self-brand image congruency. For the first time, brand love and satisfaction were considered as direct outcomes of online brand engagement. New insights are provided into the mediating role of brand love between online brand engagement and e-WOM.

The purpose of this paper is to provide a contribution to advancing knowledge on the more recent phenomenon of social brand community.

The paper is based on an extensive interdisciplinary literature review in areas such as sociology, management, and marketing. Three interrelated and consecutively developed conceptualizations resulting from a co‐operation of the researchers over the last three years are presented to explain the influence of the evolution of current social trends on the relationship between consumers and brands in different contexts (socio‐demographic aspects and culture). The conceptualizations have been applied to a qualitative case study on Cypriot consumers, which conducted in‐depth expert interviews and focus groups. The research project has been designed in three stages: the first stage elicited thenature of relationships between consumer, brands and social groups; the second stage was concerned with differentiating consumer behaviour and segmentation patterns in the various stages; finally, the last one conceptualized the influence of culture on the brand‐consumer relationship and benefited from a progressive knowledge of the researchers in the field of embedded learning and human branding.

The first conceptualization (Siano and Basile) explains the various stages of the evolution of the relationship between the consumer and the brand. The second conceptualization proposes a new segmentation and categorization pattern of brand consumers and their respective behaviors derived from the different stages of the consumer‐brand relationship development (Siano and Basile; Siano, Kaufmann and Basile). The third conceptualization has been developed from the findings of an exploratory study on Cypriot brand related consumer behavior (Kitsios and Kaufmann), which had expanded the previous two conceptualizations by integrating cultural aspects. Beyond that, the third conceptualization integrates the influence of embedded learning and stimulant experience on the consumer‐brand relationship.

The paper provides innovative knowledge on a new quality, even new paradigm, of consumer‐brand‐social group relations leading to newly arising segmentation patterns and socially responsible marketing.

There are increasing influences of stakeholder relationships in the contemporary entrepreneurial knowledge stream to co-create value, in order to jointly confront the market competition. However, current research implies a dichotomy to exist between the awareness of the necessity of stakeholder-centred strategic thinking and the actual implementation of strategies in entrepreneurial practice. The purpose of this paper is to close this gap, in order to understand how entrepreneurs could, strategically and operationally, enhance their stakeholders’ relationships to reinforce entrepreneurial co-creation. Since, co-creation propels innovation; entrepreneurs’ and their stakeholders’ well-being calls for urgent materialisation of the entrepreneurial co-creation concept.

A constructivist approach is applied to support findings to evolve a synthesis from literature to kick-off an academic debate on future research avenues on how to develop a co-creating entrepreneurial mindset.

The findings conceptualise the significance of relevant traditional and contemporary issues of stakeholder relationships and entrepreneurship to structure the entrepreneurial co-creation concept. Ten issues are recognised from the conjoint literature influencing the conception.

These insights will be useful for entrepreneurs to better align their entrepreneurial propositions with their stakeholder relationships to underpin value co-creation. Academics will be able to use these insights as a basis for future research towards entrepreneurial co-creation and are invited to join the debate.

The findings represent an innovative strategic direction towards a better understanding of the significance of stakeholder relationships, pertaining to entrepreneurial development in the contemporary marketplaces, and holistically conceptualise the entrepreneurial co-creation concept.

The contribution of the present research and aim of the present paper is a provision and discussion of eclectic interdisciplinary concepts constituting a body of knowledge for developing and managing inter‐regional brands, hence contributing to closing the scientific gap as to an inter‐regional brand development conceptualisation.

The research method used was a case study, targeted to develop an understanding of a neglected academic field. Based on a documentary analysis, semi‐structured in‐depth interviews were conducted and interpreted. The InterReg IIIB‐supported RegioMarket project and a case study on Liechtenstein provide the background for the project.

Based on an extensive literature review, the present paper states that interdisciplinary theoretical development of the concept of branding has not kept pace with the increasing practical application of the branding concepts in a variety of sectors leading to application gaps and dissatisfying results. Representing the ultimate level of complexity, the development and management of inter‐regional brands crossing nations and cultures currently lacks any empirically researched systematic theory. Following the exploratory stage, an initial conceptualisation is presented to bridge the scientific gap as to the development of inter‐regional brands.

The major limitation of the research is that it focuses on only one participating region. Hence, the initial conceptualisation needs to be validated in other participating regions. A further limitation refers to a lack of research on the specific influence of SMEs on the success of the development of inter‐regional brands.

The discussion interlinks the interdisciplinary concepts of branding, perception, region, leadership, culture and identity and provides an initial conceptualisation so far not identified in the field of inter‐regional branding.