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This paper aims to explore the factors that drive and inhibit national stakeholder organisations’ engagement with an established an umbrella place brand identity (PBI) in the context of country branding, during the PBI implementation stage.

This study adopted a case study approach to examine Australia’s current country brand identity initiative: Australia Unlimited, as an example of PBI. Data were collected through in-depth interviews with senior executives (n = 39) representing 30 Australian national organisation stakeholders across a range of sectors (i.e. government agencies, public and private organisations and industry associations).

The tension between the PBI and the brand identity of the stakeholders’ own organisation was an emergent finding at the heart of potential disengagement. Moreover, stakeholders’ perception of the leadership of the organisation managing the place brand plays a key role in influencing their engagement with PBI.

The findings contribute to place marketing theory by identifying drivers and inhibitors of stakeholders’ engagement that originated from the PBI itself (PBI-centred factors) and from the stakeholder organisations (stakeholder-centred factors).

The findings provide a practical framework for place brand managing organisations to foster stakeholders’ engagement during the implementation stage of a PBI initiative.

Place branding research to date has focussed primarily on resident stakeholders’ engagement in the development of PBI initiatives. This paper contributes to knowledge by proposing a framework that encompasses the drivers and inhibitors of national stakeholder organisations’ engagement with PBI during its implementation phase.

This paper aims to examine how suppliers doing business with customers in emerging industrial markets can leverage their innovativeness to foster trust and commitment toward maximizing customer adoption behaviors.

Based on commitment-trust theory, this research uses survey data collected from a large sample of Chinese business-to-business executives, which were then analyzed using three-stage least squares simultaneous estimation models and PROCESS.

The results show that supplier innovativeness can help customers build trust in a supplier. Consequently, a reciprocal commitment is forged among customers that manifest in favorable adoption decisions, including a higher willingness to pay premium prices. Notably, this approach is beneficial when robust interfirm communications are difficult to establish.

Innovation decisions in interfirm relationships are important for suppliers doing business in emerging markets. This is because customer adoptions in such settings can foster enduring relational market-based assets and other competitive advantages that can improve supplier performance. Unfortunately, the understanding of how interfirm relationships influence innovation-adoption decisions in emerging markets is lacking. The findings of this research shed light on how suppliers interested in entering emerging markets can interact with customer firms in such settings to maximize favorable adoption outcomes.

Digital platforms have transformed how brands engage with collaborative consumption actors, such as prosumers. This study aims to examine the role of customer innovativeness and perceived economic value as important boundary conditions on the effects of customer brand engagement behavior on co-production, which subsequently influences customer satisfaction.

The authors test the model using survey data from 430 users of a digital platform (i.e. UBER) in Australia. Hypotheses were tested using the bias-corrected bootstrapping method.

The findings suggest that customer innovativeness and perceived economic value positively moderate the effects of customer brand engagement behavior on co-production. Further, the mediating effects of co-production on satisfaction are stronger for highly innovative customers and for those who associate high perceived economic value with the brand.

This study provides novel insights on the boundary conditions of the effects of customer brand engagement behavior on co-production. Future research could apply this study’s conceptual framework to other digital platforms to extend the generalizability of this framework.

This study provides managerial insights into how firms can customize marketing strategies to encourage customers as prosumers in co-production by targeting highly innovative customers and focusing on perceived economic value.

This study builds on service-dominant logic and social exchange theory to examine the role of customer innovativeness and perceived economic value as novel boundary conditions in digital platform ecosystems.

Consumer forgiveness is an important concept in service failure and recovery research. To advance knowledge and develop future research agenda in this domain, this paper provides a systematic review of the literature on factors influencing consumer forgiveness while adopting the customer journey perspective.

Using the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) protocol, a systematic literature review (SLR) was conducted of 102 peer-reviewed journal articles, on factors influencing consumer forgiveness, published between January 2000 and December 2020.

The authors' analysis offers a detailed account of the factors influencing consumer forgiveness across the three stages of the service journey: pre-transgression, transgression and recovery. From the review, the authors identified significant gaps relating to the interactions between the relevant factors influencing forgiveness throughout the various stages of the consumer service journey. Based on the findings, the authors offer several research questions to help managers optimize customer forgiveness following a service failure throughout each stage of consumer service journey.

The authors' review synthesizes the literature on factors contributing to consumer forgiveness and integrates these factors into the customer service journey. The authors' findings inform directions for future research and provide insights regarding the measures that service providers should take to understand and encourage consumer forgiveness.

The purpose of this paper is to examine the role of religiosity as a deterrent to habitual digital piracy behaviour. Specifically, it will examine the extent to which “religious teaching” affects consumer attitudes towards digital piracy and their habitual digital piracy behaviour in a developing market.

In total, 400 usable samples were collected from large religious organisations in Indonesia using convenience sampling. The latent moderation structural equation technique was used to test the research hypotheses.

The results indicated that: facilitating conditions are a significant driver of digital piracy habit; attitude towards piracy is a significant deterrent of digital piracy and moderates the relationship between facilitating conditions and habitual digital piracy; and religious teaching is a significant deterrent of digital piracy habit, mediated by attitude towards piracy.

This study investigates the influence of Christian religious teaching as a deterrent to digital piracy behaviour. Further, it investigates the mediating and moderating role of attitude in a digital piracy context. The study findings would provide insights for policy makers to deter digital piracy behaviour through the use of religious appeals.

In managing hierarchical loyalty programs (HLP), firms often use a reward point expiration and status demotion policy to reduce financial liability and to encourage repeat purchases. This study aims to examine how point expiration and status demotion policies affect customer patronage, the role of extension strategies in mitigating the negative effects of these policies on customers and the moderating role of status endowment in the effect of point expiration on customers patronage following status demotion experience.

Three experiments were conducted using the hotel industry as the context. The hypothesized relationships were tested using ANOVA and a serial moderated mediation analysis using SPSS PROCESS Macro.

Customers subjected to reward point expiration exhibited a higher level of anger and perceived severity of the problem than those subjected to status demotion in HLP. Consequently, when customers experienced both point expiration and status demotion, the point extension strategy rather than the status extension strategy was found to be a more effective remedy for reducing perceived unfairness, although there was no change in the level of patronage reduction between the two extension strategies. Importantly, the effect of point expiration on patronage reduction was stronger among endowed-status customers than earned-status customers, serially driven by heightened feelings of embarrassment and perceived unfairness.

The study adds to the existing literature on HLP by comparing the effects of point expiration and status demotion on customer patronage with practical insights for HLP managers.

The purpose of this paper is to examine the relationship between perceived benefits and church participation among regular and irregular church goers (ICG).

The research incorporates a descriptive research design. In total, 564 questionnaires were completed by active and relapsed members of churches in Australia. Hierarchical regression analysis was conducted to examine the relationship between constructs.

This study provides empirical evidence that perceived spiritual and social benefits have a positive and significant relationship with church participation in both regular and ICG sample group. Perceived purpose-in-life (PIL) benefits are not related to church participation in both sample groups.

The findings may guide leaders of religious organisations to understand the importance of spiritual and social benefits in attracting prospective church members. The marketing message of religious organisation should therefore focus on spiritual and social appeals.

Past researchers have not looked into the dynamic relationships between perceived benefits and church participation among regular and irregular church members, particularly in Australia, hence research is to be called for in this area. The study provides a further empirical support for the importance of social benefits within the church settings.

The purpose of this paper is to examine the relationship between fashion self-congruity (FSC), fashion consciousness (FC), and attitude towards prestige brands (ATT) among Generation Y (Gen Y) consumers. The study aims to expand the scope of fashion marketing research by validating the self-congruence theory within the context of Indonesian prestige brand market.

The paper opted for a descriptive study involving 210 undergraduate students from a top-ranked university in Indonesia. Data were collected using anonymous self-administered questionnaire. Structural equation modelling were employed to test the research hypotheses.

The study found that FC performs a full mediating role on the relationship between fashion self-congruence and ATT.

The homogenous nature of the respondents have limited the generalisability of the findings. Future research could replicate this study using a sample of wider population.

The paper includes implications for fashion marketers to effectively target fashion-conscious consumers by developing a brand positioning strategy that is consistent with consumers’ self-concept.

This paper extends the empirical model of FC by incorporating fashion self-congruence as an antecedent of ATT. With limited academic research on Indonesian consumers in mind, this is the first empirical study to examine the antecedents of Indonesian consumers’ attitude towards prestige fashion brands.

The purpose of this paper is to investigate the relationship between perceived external prestige (PEP), the student experience, attitude, and behaviour in the context of higher education institutions.

A comparison of the relationships between prestige perception, the student experience, WOM, and loyalty is examined within a one highly prestigious institution and one mid-ranked institution. Multigroup structural equation modelling was employed to examine data obtained from 948 respondents at the two institutions.

While respondents from the top-ranked institution exhibit a significantly higher perception of university prestige than mid-ranked university respondents, no significant differences were found between the two groups of respondents in terms of the strengths of relationships between constructs. The analysis revealed that students’ perception of their university experience performed a full mediating effect on the relationship between PEP and WOM, as well as a partial mediating effect on the relationship between PEP and loyalty.

Student perceptions of the university experience is a strong indicator of attitude and behaviour. For university administrators, enhancing the student experience is just as important as managing a university’s reputation with respect to engendering loyalty and positive WOM.

This is the first study to link PEP with student attitude and behaviour. The findings provide interesting theoretical insights as well as useful managerial implications to enhance consumer experience which in turns affect their attitude and behaviour towards the organisation.