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This study aims to examine tourists’ heritage brand experience (HBE), cultural intelligence and destination loyalty and test whether these have an impact on the formation of consumer-based heritage destination brand equity (CBHDE). The mediating role of heritage destination loyalty (HDL) in this relationship was also examined.

The data used in the current study was collected from different heritage tourist destinations by using the survey questionnaire method. The proposed conceptual model was tested by applying structural equation modelling (SEM).

The SEM results reveal that tourists’ HBE, cultural intelligence and destination brand loyalty are positively related to CBHDE, thus implying the impact of these influences on CBHDE, which is mediated by heritage destination brand loyalty.

The results suggest that organizations operating in the heritage tourism and hospitality industry should pay greater attention to tourists experiences and cultural intelligence to achieve CBHDE.

To the best of the authors’ knowledge, this is the first attempt to investigate CBHDE in the literature. As this work examines three important predictive variables in terms of CBHDE, this work can be considered an important addition to the existing knowledge on heritage tourism destination research.

这项研究旨在检查游客的遗址类品牌体验（HBE）, 文化智能和目的地忠诚度, 并测试它们是否对形成基于消费者的遗址类目的地品牌资产（CBHDE）产生影响。本文还考察了遗址类目的地忠诚度（HDL）在这种关系中的中介作用。

本研究中使用的数据是使用调查问卷方法从不同的遗产旅游目的地收集的。通过应用结构方程模型（SEM）对提出的概念模型进行了检验。

SEM的结果表明, 游客的HBE, 文化智能和目的地品牌忠诚度与CBHDE正相关, 因此显示这些影响对CBHDE的影响是由遗址类目的地品牌忠诚度传导的。

结果表明, 从事遗址旅游和酒店业的组织应更加重视游客的体验和文化智能, 以实现CBHDE。

本文是首次研究CBHDE的文献。由于本文从CBHDE角度考察了三个重要的预测变量, 因此可以认为此研究是对遗产旅游目的地和酒店研究现有知识的重要补充。

este estudio tiene como objetivo examinar la experiencia de la marca del patrimonio turístico (EMPT), la inteligencia cultural y la lealtad del destino de los turistas y evaluar si tienen un impacto en la formación del patrimonio de la marca del destino basado en el consumidor (PMDBC). También en esta relación, se examinó el papel mediador de la lealtad al destino del patrimonio (LDP).

los datos utilizados en el estudio actual se obtuvieron de diferentes destinos turísticos del patrimonio utilizando el método del cuestionario. El modelo conceptual propuesto se probó atravez de la aplicación de modelos de ecuaciones estructurales (MEE).

los resultados de MEE revelan que el EMPT de los turistas, la inteligencia cultural y la lealtad de la marca de destino están positivamente relacionados con PMDBC, lo que implica el impacto de estas influencias sobre PMDBC, y que está mediado por la lealtad de la marca de destino del patrimonio.

los resultados sugieren que las organizaciones que operan en el sector del turismo y la industria hotelera deberían prestar mayor atención a las experiencias e inteligencia cultural de los turistas para lograr PMDBC.

según el conocimiento de los autores, este es el primer intento de investigar PMDBC en la literatura. Como este trabajo examina tres variables predictivas importantes en términos de PMDBC, este trabajo puede considerarse una adición importante al conocimiento existente sobre el destino del turismo del patrimonio y la investigación de la hospitalidad.

Big data is one of the most demanding topics in contemporary marketing research. Despite its importance, the big data-based strategic orientation in international marketing is yet to be formed conceptually. Thus, the purpose of this study is to systematically review and propose a holistic framework on big data-based strategic orientation for firms in international markets to attain a sustained firm performance.

The study employed a systematic literature review to synthesize research rigorously. Initially, 2,242 articles were identified from the selective databases, and 45 papers were finally reported as most relevant to propose an integrative conceptual framework.

The findings of the systematic literature review revealed data-evolving, and data-driven strategic orientations are essential for performing international marketing activities that contain three primary orientations such as (1) international digital platform orientation, (2) international market orientation and (3) international innovation and entrepreneurial orientation. Eleven distinct sub-dimensions reflect these three primary orientations. These strategic orientations of international firms may lead to advanced analytics orientation to attain sustained firm performance by generating and capturing value from the marketplace.

The study minimizes the literature gap by forming knowledge on big data-based strategic orientation and framing a multidimensional framework for guiding managers in the context of strategic orientation for international business and international marketing activities. The current study was conducted by following only a systematic literature review exclusively in firms' overall big data-based strategic orientation concept in international marketing. Future research may extend the domain by introducing firms' category wise systematic literature review.

The study has proposed a holistic conceptual framework for big data-driven strategic orientation in international marketing literature through a systematic review for the first time. It has also illuminated a future research agenda that raises questions for the scholars to develop or extend theory in this area or other related disciplines.

The purpose of this paper is to examine patient’s behavioral intention in a comparative analysis between public and private hospitals in the context of a developing country.

The research design was cross-sectional. A conceptual model was developed through an extensive literature review. Survey research was conducted to collect the data from the patients of public and private hospitals of Bangladesh. Partial least square structural equation modeling was used to perform a comparative analysis of the proposed model.

Perceived service quality and corporate image both were found to have a positive direct effect on patient’s behavioral intention for both public and private hospitals. While emotional satisfaction was found not to influence patient’s behavioral intention for public hospitals, it was found to fully mediate the perceived service quality-behavioral intention relationship and partially mediate the corporate image-behavioral intention relationship for private hospitals. Experience economy was found to partially mediate the corporate image-behavioral intention relationship for public hospitals, while it was found to partially mediate both the perceived service quality-behavioral intention and corporate image-behavioral intention relationships for private hospitals.

This is the first of a kind study that combined experience economy and emotional satisfaction with perceived service quality and corporate image to predict patient’s behavioral intention in a comparative study between public and private hospitals in the context of a developing country.

The purpose of this research is to investigate the significant antecedents that influence students’ awareness of occupational hazards (AOHs) in their respective institutions. The researchers proposed a theoretical model consisting of three dimensions: knowledge sharing behavior (KSB), sense of spirituality (SS) and awareness of occupational hazards (AOHs).

This study targets students of different public and private higher learning institutions in Bangladesh with a total of 260 respondents, utilizing a survey questionnaire as the data collection instrument to test the proposed conceptual model. The structural equation modeling approach was used to test the proposed model.

The results show that SS has a mediating effect on KSB and AOHs at higher learning institutions.

The study contributes for first time to the theoretical novelty of the body of the existing literature in the domains of students’ KSB, SS and AOHs. The study also provides insight on future research directions by helping in identifying gaps in literature in this field and higher learning institutions in Bangladesh.

This study aims to develop a comprehensive framework that conceptualizes and measures the antecedents of the sales executive’s performance with regard to workplace spirituality and employee’s commitment.

This research applied a cross-sectional survey design to test the proposed hypotheses. Data were collected from 160 sales executives who are studying MBA and EMBA respectively and are working in various services and manufacturing organizations from Dhaka, Bangladesh.

The results suggest, when sales executives experience workplace spirituality; they feel more committed to their respective organizations and influences activities relating to sales performance.

The study collected data for the constructs from the same source, simultaneously. This can produce the risk of common method variance, leading to an inflation of statistical relationships. A longitudinal research design may also be suitable.

By improving spirituality climates in the workplace, managers can enhance employee’s commitment, and thus, individual sales officers may boost up their sales performance. It is likely that occurs because sales executives react reciprocally toward their respective company that satisfies their spiritual needs.

The paper contributes by filling the gaps in literature related to sales management, where empirical studies on workplace spirituality have been scarce till date. This study is the first of a kind to include workplace spirituality, commitment and executive’s sales performance simultaneously in the context of Bangladesh.

The marketing information system (MkIS) in the data-rich business environment receives all the attention these days, but as essential and perhaps even more essential is the marketing information system management capability (MkISMC). Although many service firms apprehend the return from MkIS, others clearly struggle. It seems that MkIS management capability dynamics and their direct/indirect holistic influence on service firm's competitive performance (SFCP) are unsolved in the current data-driven service economy. This study aims to conceptualize a model and test the antecedents on service firms' competitive performance.

This study utilizes a survey of a sizeable sample of service firms’ managers at the firm level. A total of 250 useable responses were obtained and analyzed through structural equation modeling.

Results reveal that variables under their respective direct influences are positively and significantly related. Interestingly, MkISMC has a relatively large magnitude of positive and direct effects on service firms' competitive performance. The other variables, such as the use of marketing analytics (UMAN), service innovation and management (SINM), partially mediate the effect of MkISMC on the competitive performance of service firms.

The findings inform practitioners that MkISMC, UMAN and SINM play a vital role in attaining service firms' competitive performance in the data-rich environment. Overall, it deepens the understanding of the mediation effect of UMAN and SINM of service firms on competitive performance.

The study advances theoretical understanding of resource-based view (RBV), market orientation and dynamic capability that formulate the relationship of MkISMC, UMAN and SINM in attaining SFCP in the ever-changing data-driven business economy.

The purpose of this paper is to examine the critical success factor of tacit knowledge-sharing behavior among the academic staff of higher learning institutions.

A total of 200 questionnaires were distributed among the academic staff of higher learning institutions in Bangladesh. Collectively, 150 usable responses were returned. Apart from descriptive statistics, this research applied confirmatory factor analysis (CFA) and structural equation modeling (SEM) to assess the measurement model and test the research hypotheses.

The findings from this empirical examination show that all the Big Five personality traits affect tacit knowledge-sharing behavior among the academic staff of higher learning institutions, except conscientiousness personality trait. However, the role of motivation, self-efficacy and mutual trust are also playing a significant role in tacit knowledge-sharing behavior. The CFA, SEM analysis confirmed the proposed conceptual model with a good model fit.

The findings of this research contribute to the understanding of the role of personality traits and other antecedents which play a significant role for the academic staff tacit knowledge-sharing behavior which are interesting for policymakers and authorities of higher learning institutions. As there was no sampling frame, the researchers applied convenient sampling technique in choosing the respondents.

This research plays a pioneering role where it contributes to the growing literature on the relationships between personality traits and other factors to construct a model for the tacit knowledge behavior by considering academic staff of higher learning institutions from a developing country’s perspective.

The mental healthcare is experiencing an ever-growing surge in understanding the consumer (e.g., patient) engagement paradox, aiming to vouch for the quality of care. Despite this surge, scant attention has been given in academia to conceptualize and empirically investigate this particular aspect. Thus, drawing on the Stimulus-Organism-Response (S-O-R) paradigm, the study explores how patients engage with healthcare service providers and how they perceive the quality of the healthcare services.

Data were collected from 279 respondents, and the derived conceptual model was tested by using Smart PLS 3.2.7 and PROCESS. To complement the findings of partial least squares (PLS)-based structural equation modeling (SEM), the present study also applied fuzzy set qualitative comparative analysis (fsQCA) to identify the necessary and sufficient conditions to explore substitute conjunctive paths that emerge.

Findings show that patients’ perceived intimacy (PI), cohesion and privacy enhance the quality of mental healthcare service providers. The results also suggest that patients’ PI, cohesion and privacy have indirect effects on the perceived quality of care (PQC) by the service providers through consumer engagement. The fsQCA results derive that the relationship among conditions leading to patients’ perception of the quality of care in regard to mental healthcare service providers is complex and is best reflected as multiple and conjectural causation configurations.

The findings from this research contribute to the advancement of studies on patients’ experiences by empirically examining the unique dynamics of interaction between consumers (patients) and mental healthcare service providers, thereby enriching both the literature on social interactions and the understanding of the consumer–provider relationship.

The results of this study provide practical implications for mental healthcare service providers on how to combine the study variables to enhance the quality of care and satisfy more patients.

A significant research gap has ascertained the inter-relationship between PI, cohesion, privacy, engagement and PQC from the perspective of mental healthcare service providers. This research is one of the primary studies from a managerial and methodological standpoint. The study contributes by combining symmetric and asymmetric statistical tools in service marketing and healthcare research. Furthermore, the application of fsQCA helps to understand the interactions that might not be immediately obvious through traditional symmetric methods.

The purpose of this research is to investigate the millennial consumers’ purchasing behavior of fashion clothing brands in the spectrum of brand awareness, brand schematicity with brand consciousness and brand nationality. This study mainly considered the millennial consumers as they are the most dynamic and discerning segment when choosing a distinct fashion brand.

The study uses a well-structured questionnaire developed and distributed to 266 millennial respondents using shoping malls and university campus intercept methods. Data were analyzed by applying the structural equation modeling.

The results show that brand awareness has a mediating effect on the millennials’ purchasing behavior toward fashion clothing brands. The study also confirms the active moderation role of brand schematicity on the purchasing behavior toward fashion clothing brands.

Based on these findings, the fashion clothing retailers should aim to maximize their sales from the millennial segments by enhancing brand awareness. The schematic consumers are more engaged in the numbers of quality hints to make their choice on the fashion clothing brands. Therefore, the practitioners must consider such information, and that should be available in the fashion clothing retail outlets.

The study contributes to the existing literature of the millennials’ purchasing behavior toward the fashion clothing brands. Moreover, research on this segment related to brand awareness and brand schematicity is insufficient, and the current study may add significant value.

Few well-documented studies have explained the importance of researching firms' marketing analytics capability (FMAC). In spite of its significance, there is scant attention to conceptualising and empirically investigating FMAC and its consequences in a data-driven business context. Thus, this study aims to develop and test a conceptual model that relates FMAC and its repercussions in the data-rich business environment.

This study analysed the data from 250 managers amongst large and medium-sized manufacturing and service-intensive firms. Furthermore, this research performed an empirical study by using operationalised questionnaire survey method to verify the hypotheses and reach its theoretical and managerial implications. Structural equation modelling with maximum-likelihood estimation method was applied to verify the validity of the proposed research model.

Multivariate analysis results show that FMAC significantly influences firms' competitive marketing performance (FCMP) with the presence of holistic marketing decision-making (HMDM) as a mediator. Moreover, adoption of artificial intelligence (AAI) enhances the relationship of FMAC-HMDM and FMAC-FCMP linkages.

This study analyses how FMAC can enhance FCMP and contributes to resource-based views and technological capability theories. From a managerial perspective, guidelines are provided for marketers to adopt advance technologies, such as AI, to optimise FMAC and HMDM to achieve competitive marketing performance.

Believing that “how to be competitive in marketing performance under data-rich-environment”, this research is the first to use the data of a firm manager to facilitate the understanding of FMAC, which provides a new direction for improving marketing performance. In addition, HMDM and AAI are also proposed for firms to optimise FCMP.