Multiexperience (MX) describes users’ perceptions and responses when an interactive system distributes activity across multiple devices and modalities. User experience (UX) explains local user-system interaction quality, whereas customer experience (CX) explains customer responses across touchpoints and journeys. MX addresses the coordination quality between these levels, which, in turn, clarifies whether linked interactions across devices and modalities become coherent or create friction. This research develops a 6C MX framework grounded in experience theory, embodied cognition, and schema theory. Evidence comes from open-ended questionnaires with 35 users (Study 1), semi-structured interviews with 15 experts (Study 2), and 150,000 online reviews (Study 3). The findings show that MX is shaped by six core principles, which are convenience, customization, complementarity, continuity, consistency, and context. These principles explain how multi-device systems can reduce effort, preserve flow, enable cross-device control, support task resumption, reinforce familiar schemas, and adapt to situated use. The framework, therefore, advances omnichannel experience research by clarifying how device-modality coordination can strengthen UX and CX across digital ecosystems.

PurposeConfusion and conflation about the components of research continue to hinder how scholars position, design, and communicate their research. In response, this article aims to clarify the components of research and how they can be effectively illustrated and written through the lens of frameworks.Design/methodology/approachThis article adopts a conceptual approach to achieve its purpose by integrating allied literature and drawing on established theory-building heuristics to articulate a five-part research framework, with each part accompanied by a set of criteria (what it is, what it is not, what to do, and what to evaluate).FindingsThis article introduces the notion of research framework as a framework of frameworks comprising theoretical, conceptual, contextual, methodological, and impact frameworks. The article clarifies the distinct role of each component, sets out criteria for what each framework is and is not and what it should do and be evaluated on, and shows how alignment across the five parts connects explanation, scope, design, and stakeholder-relevant outcomes into a coherent whole. An exemplar on brand switching and brand loyalty in consumer goods traded across markets illustrates how this integrated framework can organize research questions, justify design choices, and foreground scholarly, managerial, and societal implications.Originality/valueThe notion of research framework introduced herein this article is an original conceptualization that should help both emerging and established researchers better position their research. More specifically, the article advances a framework of frameworks that differentiates and links theoretical, conceptual, contextual, methodological, and impact frameworks and, in doing so, addresses common confusion and conflation among them. The resulting criteria and visual tools enable authors, reviewers, and trainers to design, evaluate, and teach research in a more coherent and consistent way across business and trade domains.

This study adopts a multidimensional 'between-within' perspective of credibility to investigate the impact of celebrity credibility on consumer-based brand equity (CBBE) and the mediating role of brand credibility in this relationship, with each construct conceptualized and operationalized as multidimensional. To do so, this study surveys 338 young consumers of carbonated soft drinks, a low involvement setting, and analyzes the data using covariance-based structural equation modeling with a bias-corrected bootstrap. The results show that celebrity credibility improves CBBE mainly through a direct route, with brand credibility carrying a smaller yet significant indirect share of the effect, a pattern of complementary partial mediation that the elaboration likelihood model predicts for low involvement consumption. These findings extend theory by showing that celebrity credibility operates mainly directly in this low involvement setting, which, read against evidence from high involvement settings, points to involvement as a boundary condition on when the effect runs directly and when it runs through the brand. Given that the direct route carried most of the effect while brand credibility carried a smaller significant share, managers in low involvement settings are best served by leading with a credible endorser and sustaining brand credibility as a supporting signal.

In an increasingly crowded tourism market, functional differentiation rarely secures enduring advantage. Destination personality research has established that symbolic fit relates to tourist responses, yet current knowledge still offers an incomplete account of how a destination that feels identity-consistent becomes one that visitors intend to revisit. Drawing on cognitive appraisal theory, this study develops and tests a sequential model in which destination personality predicts actual and ideal self-congruity, which, in turn, relate to revisit intention through memorable tourism experiences and place attachment. Survey data from 470 domestic visitors to Quanzhou, a world heritage city in China, were analyzed with partial least squares structural equation modeling, with visit frequency included as a control variable. Findings reveal that destination personality positively predicts actual and ideal self-congruity. Both congruity forms, in turn, relate positively to memorable tourism experiences and place attachment. Memorable tourism experiences also relate positively to place attachment, with both constructs relating positively to revisit intention. Indirect and serial indirect effects are significant across both congruity routes. Formal pairwise comparisons based on bootstrapped difference distributions reveal that ideal self-congruity shows stronger associations than actual self-congruity for the upstream path from destination personality and on the pathways involving memorable tourism experiences, whereas the contrasts that bypass memorable tourism experiences are not significant, which suggests that aspirational identity is most strongly associated with the stage where experiences are interpreted and retained. Measurement invariance testing and permutation-based multi-group analysis reveal no significant differences between first-time and repeat visitors across these pathways, which supports the stability of the findings across visitor segments. These insights advance destination branding research by showing that the association between symbolic fit and revisit intention is consistent with a process in which visitors experience that fit as memorable and consolidate such meaning into attachment.

Scales, serving as measurement instruments composed of carefully designed items intended to capture latent constructs, play a critical role in advancing consumer theory and marketing practice. Yet, developing and validating scales poses a formidable challenge due to the diverse methods required to ensure rigor and robustness. This article presents a clear and concise guide that addresses key aspects of the scale development and validation process. A practical framework grounded in a mixed-method approach and illustrated through five studies serves as a reference for selecting techniques to measure complex phenomena and further advance theoretical and practical insights. These guidelines are particularly pertinent to consumer behavior and marketing research, where accurately measuring latent constructs such as consumers' beliefs, perceptions, emotions, attitudes, and intentions underpins both theoretical testing and the design of effective marketing strategies.

PurposeDiverse and fragmented insights mark the growing field of brand hate research, and thus, the goal of this study is to demystify the dynamics of brand hate and pave a clear trajectory for subsequent investigations in this field.Design/methodology/approachThis study uses a c (MASEM) approach, synthesizing empirical data from 29 studies that represent a cumulative sample of 10,148 participants and 127 effect sizes.FindingsThe meta-analysis spotlights negative past experiences at the consumer level and unethical brand practices at the firm level as salient precursors to brand hate. In the aftermath of brand hate, consumers are galvanized into many anti-brand behaviors, notably negative word-of-mouth (WOM), brand avoidance, consumer complaints, and brand switching. Moderating variables play a crucial role in shaping the ramifications of brand hate. Specifically, the adverse impacts of brand hate tend to wane in environments devoid of platforms for sharing experiences and when consumer actions remain passive or localized at the individual level.Originality/valueThis study offers a holistic and synthesized understanding of brand hate, melding fragmented insights into a unified framework. Through its comprehensive meta-analytic approach, this study delivers key insights that lay a robust foundation for future explorations on brand hate.

Nurturing pro-environmental commitment among consumers is crucial for mitigating climate change, as commitment is a pledge that precedes and predicts behavior. Given the criticality of the climate crisis and the urgent need for climate action, fostering commitment is vital for future behavioral change. Despite the potential of digital human avatars (DHAs) as virtual influencers alternative to human influencers in advocating environmental causes, empirical evidence regarding their effectiveness remains limited. In response, this research integrates computers as social actors (CASA) paradigm with congruity theory to investigate how DHAs can promote pro-environmental commitment through climate engagement as a mediating mechanism. Data were collected from 476 Chinese and 485 South Koreans from the same generational cohorts (Generations Y and Z) and analyzed using partial least squares path modeling. Results show that DHA-related source cues, content-related social cues, and DHA-content congruence are the key drivers of DHA persuasiveness, with climate engagement operating as a mediator that facilitates pro-environmental commitment while environmental concern serves as a boundary condition. These insights, in turn, contribute to environmental advocacy strategies aligned with the United Nations Sustainable Development Goal 13 (SDG 13) on climate action.

Despite the growth of travel vloggers, little is known about how they cultivate sustained follower relationships. Grounded in social capital theory, this article examines how followers' behavioral engagement with travel vloggers' content contributes to vloggers' social capital (trust, social interaction ties, and shared values) and followers' vlogger commitment. Data from 527 travel vlogger followers were analyzed using consistent partial least-squares structural equation modeling (PLSc-SEM). We find that followers' behavioral engagement enhances social capital, boosting followers' vlogger commitment. Moreover, homophily (i.e., followers' perceived similarity to the vlogger) amplifies the effect of behavioral engagement on their trust in and shared values with the vlogger. Conversely, heterophily (i.e., followers' admiration of vloggers who have traits they lack and idealize or desire) only strengthens the effect of followers' behavioral engagement on trust, indicating that followers' aspirational dissimilarity from travel vloggers can likewise bolster trust. Consequently, both relatability and aspiration reinforce travel vloggers' influence albeit through distinct psychological routes.

Calls for field studies are justified when claims pertain to observed behavior. Problems arise, however, when that logic becomes an outcome hierarchy that treats intention evidence as categorically weaker, even when claims remain psychological. This article clarifies the reasons that support intention research, the limitations that bound what intention evidence can support, and the design directions that strengthen intention research. In turn, these considerations inform the development of a 4Cs framework for evaluating and strengthening the rigor of intention research. Claim checks whether what is stated aligns with what is observed. Correspondence checks fit between the intention measure and the target, action, context, and time window. Constraint checks enactment barriers. Corroboration treats intention findings as provisional evidence pending stronger behavioral checking before behavioral claims or implementation decisions are made. Tourism provides a running illustration for these standards, which apply across intention research.

Many scholars hold two widely shared beliefs: first, serious research appears to require large blocks of uninterrupted time and sizable funding, and second, unusually high publication productivity often triggers suspicion, partly from a harsh publish-or-perish climate and partly from legitimate concern about honorary authorship, paper mills, and irresponsible use of artificial intelligence. This article challenges both assumptions by advancing one counterintuitive claim-that is, publication output can rise under ordinary resource conditions when scholars treat research as a design problem and align project types with available time, data, collaborators, and funding-and one paradoxical claim-that is, quantity can strengthen quality when repeated writing sharpens judgment, reviewing strengthens evaluative skill, and a portfolio of conceptual, review, secondary data, and empirical projects supports cross-project learning. To make these claims concrete, this article calculates what sustained 200-word writing routines can produce over a year while clarifying that writing is only one component of the research process, alongside reading, idea generation, instrument design, ethics applications, data collection, data cleaning, data analysis, revision, reviewer response, and coordination with co-authors. To make these points actionable, the article presents a practical toolbox of time pathways, funding pathways, staged pathways, ethical guardrails, and global marketing applications. Overall, ethical productivity is not about chasing numbers but about creating strong research more consistently, responsibly, and sustainably.

PurposeCyberchondria, characterized by excessive online health information seeking and resulting anxiety, is intensifying. This study aims to examine how threat perceptions and cognitive factors drive cyberchondria and how this condition leads to health information fatigue on social media (HIFSM), self-medication and therapy compliance.Design/methodology/approachThis study integrates protection motivation theory, cognitive load theory and the stressor-strain-outcome (SSO) model to inform the partial least squares path modeling of a 2-wave survey over 6 months of 400 participants.FindingsPerceived susceptibility, perceived severity, online information trust and information overload intensify cyberchondria, which sparks HIFSM and, in turn, increases self-medication while undermining therapy compliance. Trust in physicians mitigates these adverse effects.Practical implicationsSince information overload fuels cyberchondria, the findings urge social media developers to help curb cyberchondria by prioritizing credible health content, integrating source-verification features and collaborating with clinicians to curate guideline-based information.Originality/valueThis study advances cyberchondria research by uniting three theoretical perspectives and identifying physician trust as a protective factor.

Disclosure that artificial intelligence (AI) was used reports the fact of assistance without explaining what the researcher remains answerable for. This article argues that tourism research should move from disclosure to accountability, distinguishing assistive AI use, where the researcher retains interpretive judgment, from delegative use, where that judgment is surrendered. As agentic AI begins to coordinate decisions across the research workflow, that distinction must be traced throughout the research lifecycle rather than declared once at its end. Accountability statements meet this requirement by recording where AI entered the lifecycle, what it influenced, what was verified, and what judgment remained human.

In a competitive e-commerce environment, where product cues shape consumer decisions, understanding gender differences in response to these cues offers important insights for improving marketing effectiveness. Considering gender differences is potentially important, as men and women may differ systematically in their attention to specific product information, influencing how effectively product cues drive search and selection behaviors. Drawing on 800 real transaction records from TikTok Shop, this study investigates how product cues in titles (i.e., category, brand, sensory attribute, and experiential attribute) influence product exposure, how cues in cover images (i.e., brand, attribute, and facial) affect click behavior, and whether gender differences moderate the use of these cues in product search and selection. Results show that category, brand, and experiential attribute cues in titles significantly boost exposure, with brand and experiential attribute cues more effective among female consumers. Similarly, brand, attribute, and facial cues in cover images increase clicks, with women responding more strongly to brand and facial cues. These findings offer practical insights for retailers seeking to optimize product presentation based on gender-specific preferences.

Online service failure is seldom looked into in totality, from causes of failure to recovery outcomes, with reported effects on both its causes and recovery remaining contradictory and inconsistent. To address these issues, this study proposes and empirically validates an integrated meta-analytic model, grounded in attribution theory and justice theory, that explains online service failure and the subsequent recovery process, using a cumulative sample of 82,901 individuals from 24 countries across 147 studies. Meta-analytic structural equation modeling (MASEM) indicates that customer-related, service provider-related, and technology-related causes of online service failure increase customer complaints and that effective complaint handling elevates perceptions of distributive, interactional, and procedural justice, each of which strengthens positive emotions that, in turn, raise loyalty, trust, and word-of-mouth while reducing switching. Moderation analysis reveals that the differences in marketing-related factors, including brand prestige (high versus low), offering type (product-based services versus true services versus pseudo services), and purchase frequency (low versus high), together with differences in sample-related factors, such as age (young versus old), gender (male versus female), income (low versus high), and status of country development (developed versus developing), help explain the inconsistencies in reported relationships within online service failure and recovery. Therefore, this study consolidates the evidence on these relationships using the integrated model and, in doing so, advances the literature on online service failure while offering actionable insights for recovery design and execution.

As the first goal of the United Nations Sustainable Development Goals (SDGs), poverty (SDG 1) is increasingly experienced as a polycrisis, wherein interconnected crises compound and amplify one another. Income shortfalls, in particular, intersect with digital exclusion, food insecurity, housing instability, health shocks, and learning loss, producing reinforcing disadvantages that standard, siloed interventions rarely interrupt. This commentary advances a macromarketing argument that phygital solutions, defined as the deliberate integration of physical and digital resources to deliver solutions that function across systems, can help address poverty's polycrisis when design priorities shift from adoption to inclusion. The commentary proceeds in four parts. First, the discussion clarifies the distinctive value of commentary as a genre in a field where empirical and review formats often lag fast-moving contextual disruptions. Second, the discussion situates poverty's polycrisis using current global evidence across digital access, education, employment, food, health, and housing while foregrounding the rise of urban poverty alongside the persistence of rural poverty. Third, the discussion consolidates contemporary phygital scholarship and develops a macromarketing model of inclusive phygital solutions to alleviate poverty polycrisis. Fourth, the discussion synthesizes the argument and offers action-oriented directions for policy, practice, and research.

Purpose Augmented reality (AR) has diffused as a supplementary service in phygital retail, yet evidence on what it changes in consumer evaluation remains thin. The goals of this research are twofold: first, this research aims to examine whether AR differently shapes hedonic and utilitarian attitudes and second, this research aims to test whether normative social influence and informational social influence shift the relationship between bidimensional attitude toward AR and desire to use AR. Design/methodology/approach Two experiments compare an AR app condition with a non-AR mobile site condition. Study 1 assigns 224 participants to Sephora Virtual Mirror or a non-AR Sephora mobile site (cosmetics as a hedonic, public-facing, non-durable category). Study 2 assigns 194 participants to Ikea Place or a non-AR Ikea mobile site (furniture as a utilitarian, private-facing, durable category). Findings AR experience strengthens hedonic attitude in both product categories, whereas utilitarian attitude shows no comparable increase. Normative social influence weakens the link between hedonic attitude toward AR and desire to use AR in the cosmetics context while informational social influence strengthens the same link in the furniture context. Hedonic attitude and utilitarian attitude each predict desire to use AR. Originality/value Self-regulation theory frames desire as the motivational mechanism that connects evaluations of AR to use. Evidence of hedonic primacy challenges the common assumption that AR earns adoption mainly through utilitarian improvement in decision-making. The opposing moderation effects reject a single social strategy for AR across categories. Normative social influence can dampen hedonic motivation in cosmetics, whereas informational social influence can amplify hedonic motivation in furniture, which implies that phygital brands should design AR social cues to match the product category rather than rely on uniform social endorsement features.

The limited integration of sustainability principles into business education has hindered the capacity of business schools to fully realize their role in promoting societal impact. Existing reviews, while providing valuable insights, often focus broadly on concepts like social responsibility or narrowly on frameworks like the UN Principles of Responsible Management Education (PRME), leaving gaps in understanding the role of responsible management education (RME). This systematic literature review (SLR) addresses these gaps by examining the diverse approaches within RME to provide a holistic understanding of how RME can better equip future business leaders to address sustainability challenges. Utilizing the PRISMA protocol, 138 articles were retrieved and reviewed. Findings revealed that RME implementation in the classroom is centered around curriculum integration, case studies, experiential learning, guest speakers, and research projects. RME's contribution to addressing the UN Sustainable Development Goals (SDGs) is observed through curriculum alignment, strategic partnerships, research and innovation, and student engagement. Future directions for RME include enhancing continuous learning and adaptation, fostering ethical leadership, expanding experiential learning, promoting global collaboration and perspectives, increasing the emphasis on sustainability, adopting interdisciplinary approaches, integrating technology, and measuring impact. The implications of these findings for the future of RME are discussed, providing a roadmap for advancing RME in business schools and management education globally.

Purpose Drawing on the natural resource-based view and organizational ambidexterity theory, this study aims to examine whether green transformational leadership (idealized influence, inspirational motivation, intellectual stimulation, individualized consideration) fosters employees' green ambidexterity (exploration, exploitation) through green organizational support, with market turbulence as a boundary condition.Design/methodology/approach Survey data were gathered from 383 employees employed in green-certified ready-made garment factories in Bangladesh. Partial least squares structural equation modeling (PLS-SEM) was used to assess measurement and structural models.Findings Green transformational leadership promotes employees' green ambidexterity under conditions where it translates into green organizational support, which, in turn, predicts both green exploration and green exploitation and fully or partially mediates the effects of its four dimensions on those outcomes. Market turbulence further strengthens this support-based pathway for green exploitation, whereas no equivalent effect emerges for green exploration.Originality/value Current work on green transformational leadership often treats leadership and ambidexterity as unidimensional constructs. This study shows that the dimensions of green transformational leadership do not exert uniform employee-level effects (what). Green organizational support functions as the main conversion mechanism through which green transformational leadership becomes green ambidexterity (why). Market turbulence sharpens that process mainly on the exploitative side (when). Evidence from the Bangladeshi ready-made garment industry extends green human resource management research into a labor-intensive setting that faces acute environmental pressure as well as strong export dependence.