Given the ubiquitous nature of branding in society, it is unsurprising that it has become an integral part of the HEIs, at the university, programme (course) and level of the individual educator or teacher. For products and services, branding can create interest and other positive outcomes. Similarly, using branding principles can enable an educator to facilitate and stimulate student engagement in the educational process. Therefore, our study aims to explore how educators can use branding principles to create a positive learning environment and positively contribute to educational outcomes. This qualitative study was conducted through interviews among all levels of educators identified through course evaluations as being effective teachers in a Swedish business school. Data analysis allowed for the identification of theoretical and emergent codes. We found that these educators apply branding principles to facilitate student interest, engagement and satisfaction. The steps in the strategic branding management process are used by educators initially identifying their values which are used in developing their classroom presentation activities. Evaluation and feedback from the audience is used to build long term brand equity to the benefit of the educator and the student. This study suggests how educators can use branding in the classroom, also providing additional research in this area.

Purpose This study aims to examine how grassroots esports organizers manage Local Area Network (LAN) events as sustainable phygital experiences, addressing a gap in Phygital Service Research (PSR) by exploring how community-driven actors achieve seamless physical-digital integration under resource constraints.Design/methodology/approach A qualitative study was conducted using semi-structured interviews with 28 Swedish LAN organizers. Data were analyzed using deductive thematic analysis guided by Batat's (2022) Phygital Customer Experience (PH-CX) framework and Baudet and Parmentier (2025) four phygital strategies.Findings Five key management dimensions are identified - Managing Interaction, Managing Time and Space, Managing Cooperation and Competition, Establishing Phygital Foundations and Sustaining Phygital Communities. Through these dimensions, the study introduces "human-centered phygital orchestration": the process through which actors coordinate social interactions, multisensory environments and temporal flows to achieve seamless physical-digital integration through community practices rather than technological sophistication.Practical implications Grassroots LAN organizers should prioritize cross-platform community engagement, multisensory environmental design and institutional partnerships. Policymakers should recognize grassroots esports events as culturally significant infrastructures for digital inclusion and youth engagement.Originality/value This is the first study to apply PSR to grassroots esports, extending the PH-CX framework beyond commercial contexts. It proposes "human-centered phygital orchestration" as a novel concept for advancing PSR in community-driven, resource-constrained service ecosystems. This research was conducted as part of the American Phygital Association Summit 2025, sponsored by the American Institute of Business Experience Design (AIBXD) - New York. The submitted research was funded by the Media, Management and Transformation Center at J & ouml;nk & ouml;ping International Business School and there are no conflicts of interest to declare. We sincerely appreciate the valuable feedback provided by anonymous reviewers, editors, colleagues and esports industry practitioners on an earlier version of this work.

Athlete branding has become an increasingly important topic in sports management and marketing, particularly in the digital era. This study provides a comprehensive bibliometric analysis of athlete branding research from 2000 to 2024 to map the field's key developments and trends. Using performance analysis and science mapping, this study examined related scholarly publications and identified prolific authors, influential journals, and dominant themes. This study highlights the evolving nature of athlete branding and offers future research directions at the intersection of sports, business, and digital media. Specific research opportunities linked to these themes have been identified in the literature, and this study also suggests location, contextual, and methodological research. This review offers a deeper understanding of actionable research opportunities for both scholars and practitioners in the field.

PurposeThis study aims to advance the understanding of how macro-social structures and cultural orientations intricately shape consumption preferences - specifically perceived utilitarian value and behavioral intentions - within access and lateral exchange markets. Through integrating insights from consumer culture theory with the dynamics of sharing service systems, this research underscores that consumption choices are not merely individual acts of preference but are embedded within broader cultural frameworks and shaped by historical and societal narratives.Design/methodology/approachThis study uses structural equation modeling using Mplus, version 8, to analyze a dataset comprising 2,428 survey responses. A random-effects model is applied to assess the influence of macro-cultural orientations across multiple national contexts, allowing for the simultaneous consideration of country-specific random effects and cross-national generalizability. Respondents represent six culturally diverse countries spanning five continents, enabling the derivation of insights applicable to other markets with similar cultural profiles.FindingsMarkets characterized by higher cultural indulgence and individualism, and lower uncertainty avoidance, present greater opportunities for connecting consumers' preferences to lateral exchange markets. In contrast, cultures with greater restraint, collectivism and higher uncertainty avoidance may provide better opportunities for access to exchange markets than lateral exchange markets. These findings underscore the importance of firms aligning their market selection, entry plan and promotional strategies with the cultural dimensions that enhance the appeal and usability of their sharing economy services.Originality/valueThis research contributes to the limited body of cross-cultural empirical studies on sharing economy platforms, particularly in distinguishing between lateral and access exchange models. By highlighting the relationship between cultural orientations and consumer preferences, this study provides actionable guidance for platform developers and marketers seeking to expand globally.

PurposeSocial media (SM) provides a range of positive and negative benefits to users, and an SM detox has been suggested as a way to deal with its negative effects. Instagram (IG) is one of Generation Y's most widely used SM platforms, noted for its addictive potential. Using a journey perspective, the purpose of this research is to map and describe the experiences in the various stages of a detox journey among Generation Y IG users.Design/methodology/approachUsing an inductive and qualitative approach, empirical data were collected over the stages of the journey using focus groups, self-completion diaries and interviews. The data were coded, analysed and interpreted using thematic analysis.FindingsThe findings of the study show two main motivations for undertaking a detox, namely gaining back control and self-reformation. During the detox, five themes were identified, specifically mood and satisfaction, technological craving, mental well-being, physical well-being and social relationships. Three post-detox behaviours were noted, namely the boomerang effect, conscious consumption and a re-evaluation towards the platform, which impacts future IG use.Research limitations/implicationsBy following one group of participants throughout an IG detox journey, the study highlights the detox experiences in each journey stage.Practical implicationsThe positive benefits of a detox were experienced by the participants, encouraging future detox and actions by platforms to aid in future detoxes.Originality/valueThis study accompanies one group of participants throughout their detox journey. This enabled the researchers to obtain insights into the detox experience in all phases of the journey. This was undertaken using diverse qualitative methods.

This study examined the communication styles of rectors and vice-rectors of German public universities during the COVID-19 pandemic to explore the influence of gender on leadership communication. We collected data from social media and university websites; and analysed the language used to identify transformational, transactional, and servant leadership styles. Our results showed that female leaders demonstrated more positive communication than men and a stronger preference for transformational leadership, while male leaders tended to use a transactional style. Additionally, we found that both male and female leaders exhibited a high degree of empathetic concern for their stakeholders, contributing to the overall positive tone of communication. These findings suggest that gender may play a role in how university leaders communicate during times of crisis, highlighting the importance of inclusive and compassionate leadership in higher education.

This paper explores the intersection between sustainability and social media activity by studying how user-generated content (UGC) creation enacted and communicated social sustainability in times of restricted social interaction. The context is Wuhan in China, a city that implemented a 76-day lockdown in the early stages of the COVID-19 pandemic. Based on a sample of 187 short videos created and posted by Wuhan residents on Douyin (TikTok) during the lockdown, this paper answers this question - how did UGC creators produce short videos on social media to facilitate social connections with others? UGC creators' video-making practices are conceptualised in the typology of Evoking, Performing, Collaborating, and Narrating, and each practice enabled creators to connect and socialise virtually with others, thus contributing to all participants' social sustainability in a pandemic. This study contributes to media management scholarship by adding knowledge to the understanding of two areas: the productive role of media audiences, especially their content production practices and logics; the nature of short videos as media products.

Esports represent an increasingly influential and innovative component of the global media business landscape. The ever-evolving ecosystem of dynamic new media is driven by a heterogeneous array of stakeholders that co-create value in online and offline spaces, often described as servicescapes, where innovations are increasingly influential in diverse areas including entrepreneurial business models, media, sports, entertainment, culture, and consumer engagement. In this research, a semi-systematic literature review was undertaken focused on the intersection of the esports ecosystem, servicescapes and innovations. Four clear directions for future research, with questions specific to esports, servicescapes and media were identified. Scholars can utilise these findings to enhance understanding of innovation from the servicescape perspective, with relevance for scholars engaged in business, marketing, and media.

Purpose The increased importance of sports and athlete brands highlights the need for athletes to pay attention to branding as it has positive impacts. As athletes, Muslim women have not succeeded in building their brands. This study aims to understand the branding challenges facing Muslim female athletes and how to overcome them. Design/methodology/approach These branding obstacles and guidelines were explored using qualitative methods – specifically semi-structured interviews with Muslim female athletes and focus groups with experts. Data were analysed using open and axial coding to identify the codes. Findings The study identifies three major obstacles to branding by Muslim female athletes. Self-related obstacles, such as knowledge of brand building, social media, personal pressure and a lack of role models, impact the brand-building decision. Social-related (family and society) and sport-related obstacles (participation as women and as Muslims) further complicate this task. Experts provide additional insights regarding these obstacles, suggesting strategies to overcome them. Research limitations/implications The research focuses on athletes from one geographical area and has limitations associated with using qualitative methods. Practical implications The study suggests how self-, social- and sport-related obstacles are faced by athletes. It provides suggestions for federations, sports codes and other stakeholders to support athletes to overcome these barriers. Originality/value This study expands the understanding of the struggles Muslim women face in building their brands as part of an under-represented group.

Purpose This study explores clothing disposal in a developing economy. It focuses on how consumers dispose of clothing and what motives influence them to use a specific disposal method. Design/methodology/approach Semi-structured interviews, a qualitative research method, were conducted with a purposive sample of 27 participants from diverse demographic backgrounds within the developing economy of Ethiopia. The interviews were coded and analysed using thematic analysis to identify categories and themes. Findings The findings reveal various clothing disposal methods, such as bartering, donating, gifting, repurposing and reusing, and discarding. Different motives drive consumers to use these methods, including economic benefits, altruism, and convenience. Originality/value The study bridges an important knowledge gap in literature mainly on three aspects, as highlighted by previous research. Theoretically, in addition to proposing a different perspective of bartering as a disposal method, the study investigates the motives behind clothing disposal methods from diverse consumer groups and proposes a conceptual framework to illustrate the link between clothing disposal methods and motives. Methodologically, the study addresses the call for a more inclusive and diverse sample, considering gender and varied socio-economic groups. Contextually, while previous research has focused on developed economies, this study explains clothing disposal methods and motives from a developing economy context, specifically Ethiopia.

Customer engagement is an important topic for organisations, providing a range of outcomes, including contributing to their financial performance. For tourism establishments and destinations, having engagement tourisms can result in repeat visits and positive comments. The importance of engagement means that it needs to be measured. The purpose of this chapter is to examine diverse metrics that can be used to measure online and offline engagement and how they can be used by tourism establishments. It includes behaviour and perceptions which are measured using a range of metrics. It is proposed that customer engagement value comprises several metrics across a range of transactional and non-transactional behaviours, including referrals. Each of these metrics and their associated measurement techniques are presented and their application to the hospitality industry is indicated.

PurposeBuilding on Kavaratzis and Hatch's (2013) identity-based place branding model, this paper aims to explore the spatial and social dimensions of the place brand identity formation process and how residents used social media to participate in the process of shaping a city brand during a crisis. Design/methodology/approachAdopting an interpretive and social constructionist approach, this study analyses a sample of 187 short videos created and posted by Wuhan residents on the social media app Douyin during a COVID-19 lockdown. The authors read the videos as cultural texts and analysed underlying social processes in the construction of place brand identity by residents. FindingsThis study develops an adapted conceptual model of place identity formation unfolding in four sub-processes: expressing, impressing, mirroring and reflecting, and each sub-process subsumes two dimensions: the social and the spatial. In addition, this study empirically describes how residents participated in place branding processes in two ways, namely, their construction of city brand identity via communicative practice and their exertion of changes to a city brand during a crisis. The model reveals how place brands emerge and can be transformed. Originality/valueThis paper amplifies Kavaratzis and Hatch's (2013) identity-based place branding model by testing it in an empirical study and highlighting the social and spatial dimensions. This paper contributes to research about participatory place branding by exploring how residents participated in the place branding process. This study analysed short videos on social media, a new communication format, rather than textual narratives dominating past studies.

PurposeCrowdfunding is an increasingly popular channel for project fundraising for entrepreneurial ventures. Such efforts require fundraisers to develop and manage a crowdfunding campaign over a period of time and several stages. Thus, the authors aim to identify the stages fundraisers go through in their crowdfunding campaign process and how their engagement evolves throughout this process.Design/methodology/approachFollowing a multiple case study research design analysing six successful campaigns, the current study suggests a taxonomy of stages the fundraisers go through in their crowdfunding campaign management process while identifying the types of engagement displayed and their relative intensity at each of these stages.FindingsThe study proposes a five-stage process framework (pre-launch, launch, mid-campaign, conclusion and post-campaign), accompanied by a series of propositions outlining the relative intensity of different types of engagement throughout this process. The authors show that engagement levels appear with high intensity at pre-launch, and to a lesser degree also at the post-launch stage while showing low intensity at the stages in between them. More specifically, cognitive and behavioural engagement are most prominent at the pre- and post-launch stages. Emotional engagement is highest during the launch, mid-launch and conclusion stages. And social engagement maintains moderate levels of intensity throughout the process.Originality/valueThis study focuses on the campaign process using engagement theory, thus identifying the differing engagement patterns throughout the dynamic crowdfunding campaign management process, not just in one part.

Purpose Family businesses feature prominently in economies, including the South African wine industry, using websites to convey their family identity. This research paper aims to explore the family identity elements that family wineries use on their websites, their alignment and how these are communicated online. Design/methodology/approach Based on Gioia’s methodology, a two-pronged approach was used to analyze 113 wineries’ websites’ text using Atlas. ti from an interpretivist perspective. Findings South African wineries use corporate identity, corporate personality and corporate expression to illustrate their familiness on their websites. It is portrayed through their family name and heritage, supported by their direction, purpose and aspirations, which emerge from the family identity and personality. These are dynamic and expressed through verbal and visual elements. Wineries described their behaviour, relevant competencies and passion as personality traits. Sustainability was considered an integral part of their brand promise, closely related to their family identity and personality, reflecting their family-oriented philosophy. These findings highlight the integration that exists among these components. Practical implications Theoretically, this study proposes a family business brand identity framework emphasising the centrality of familiness to its identity, personality and expression. Using websites to illustrate this familiness is emphasised with the recommendation that family businesses leverage this unique attribute in their identity to communicate their authenticity. Originality/value This study contributes to understanding what family wineries communicate on their websites, specifically by examining the elements necessary to create a family business brand based on the interrelationship between family identity, personality and expression with familiness at its core, resulting in a proposed family business brand identity framework.

Purpose The purpose of this study is to understand the role of the migrant entrepreneur’s social capital and specifically their family social capital in the success of their crowdfunding ventures. Design/methodology/approach This paper develops an exploratory single case study of the Persu Bag started by a Chinese migrant entrepreneur in the USA, which was documented through in-depth interviews, email communication, social media interactions and secondary documents publicly available. This paper draws on crowdfunding and social capital literature to fulfil the purpose and adopt the perspective of the migrant entrepreneur in the study. Findings The study shows that the crowdfunding migrant entrepreneur’s family network contributes with their operand and operant resources from both the country of residence and country of origin. Besides having financial capacity, institutional knowledge and experience from both the host and home countries, the family network in both countries make the crowdfunding immigrant entrepreneur’s families more resourceful, providing additional benefits to the crowdfunding migrant entrepreneurs in the development of the campaign and crowdfunded venture. Originality/value This study broadens the understanding of the ways migrant entrepreneurs can rely on their family social capital for building financial capacity and starting a crowdfunded venture.

Gender is a feature of beauty marketing, used in marketing segmentation and communication images, where binary images are predominant. Recently, the social identity of gender has become increasingly nuanced as a more complex set of identities, including genderqueer and nonbinary, influences marketing communications. As part of cultural expression, advertising reflects and impacts how consumers perceive themselves and others, with Generation Z consumers increasingly rejecting gender labels and stereotypes. Consequently, our study involves the visual meaning making of 222 Instagram images of beauty brands' marketing communications with models other than "female" in traditional Western society's conceptualization of gender. The findings reveal a group of models who are not female; while most of these images are genderqueer, a group that may be considered agender is evident. Both groups have distinctive although differing characteristics, suggesting the development of new stereotypes. This study contributes to understanding the changing representations of models: While beauty brands primarily use female models, the increased use of genderqueer and agender models can attract alternative target markets. It also highlights advertising's place in cultural expressions that both reflect and impact how consumers perceive themselves and others.

Purpose This paper aims to advance the theoretical knowledge of how manufacturers develop a multisensory value proposition. Design/methodology/approach An exploratory case study with a global automotive manufacturer was conducted. Personal in-depth interviews with key informants within a manufacturer were performed to obtain in-depth knowledge and insights on how the manufacturer plans and designs a value proposition. Findings This paper reveals how a value proposition is created from a sensory marketing perspective, which includes orchestrating the sensory experience, harmonising sensory cues to ensure they provide a consistent experience, thereby providing a memorable experience. Practical implications Understanding how to offer value might assist managers in tailoring a unique experiential value proposition to position the brand. Originality/value This paper proposes a theoretical framework, enriching the understanding of the underlying mechanisms used to create an experiential value proposition. The framework illustrates that harmonising sensory cues based on brand-related stimuli fosters a memorable experience, which enables consumers to (sub)consciously infer value.

PurposeSport is an important economic activity, and understanding the role of teams and managers is necessary, yet managers – specifically their brand personas – have been the subject of limited research. The purpose of this research is to explore the brand persona of a football manager, using Arsène Wenger as a case.Design/methodology/approachDue to the exploratory nature of the study, qualitative methods were used to explore the brand-building activity. Media reports and images that centred on Arsène Wenger's words covering a three-year period were analysed. In total, 1364 articles and 23 images were analysed in NVivo, using botha prioriand emergent codes.FindingsThe findings show the construction of the brand persona in three main dimensions pertinent to his role as a manager. The first is the performance in the managerial role in which Arsène Wenger is appointed, the second is associated with the person (including emotions and self-expression) and the third is the context (i.e. football) in which the manager operates.Research limitations/implicationsThe research focused on one manager while he was managing a premier league club and is limited to England.Practical implicationsWhile proposing a theoretical model, this study proposes football clubs understand a manager's persona in relation to the club's brand and the interactive effect. The support of the club on the persona is also indicated.Originality/valueFootball managers have received some research attention, but there has been no analysis of their brand personas. This study expands the understanding of the contribution of the manager to the club brand.