Purpose – The purpose of this paper is to identify the causes and implications of potential negative consumer response to music in broadcast commercials. It aims to accomplish this by introducing a new consumer response variable, attitude toward the advertising music (A am ) and relating A am...

Purpose “Unlearning” is discussed as an additional perspective or supplemental strategy for managers/leaders to consider when addressing cynicism in organizations. The article is not intended to be definitive. The aim of this paper is to generate ideas and encourage further exploration...

Purpose – The purpose of this paper is to develop and test the reliability of six tourism scales based on Ap and Crompton's research. Design/methodology/approach – In order to test the scale, the authors examine differences between genders' tourism beliefs, tourism evaluation, and...

Purpose – This paper aims to present a definition of social marketing that considers the purpose and role of social marketing beyond behaviour change. Design/methodology/approach – The paper reviews present social marketing definitions and then bolsters its underlying theoretical structure...

Purpose – The purpose of this paper is to develop a framework for organizational learning in an alliance‐based context. An interaction effect of environmental turbulence on the relationship between top management attitude towards learning and organizational learning is proposed....

Purpose – The purpose of this paper is to establish a readiness for entrepreneurship theoretical framework. The paper marks the first of three stages to build a scale to measure readiness for entrepreneurship. Design/methodology/approach – The current paper is conceptual. The research...