The rapid advancement of generative artificial intelligence (GenAI) has been discussed as offering both opportunities and challenges in education. With the widespread adoption and distinctive technological characteristics of GenAI, there is a growing need for research examining whether existing technology adoption models adequately explain its use in higher education contexts. This cross-sectional study addressed this need by investigating higher education teachers' (n = 128) adoption and use of GenAI in their teaching practices. A conceptual model based on the extended UTAUT framework for AI tools was developed and tested using Partial Least Squares Structural Equation Modeling. The results indicated that teachers' perceptions of GenAI error rates significantly predicted their performance expectancy, and in turn, positively influenced both adoption and frequency of use. Contrary to expectations, perceived ease of use and social influence did not significantly affect adoption or use. Overall, the findings highlight the importance of adapting traditional information systems adoption models to account for the distinctive characteristics of GenAI technologies.

Brand slogans serve as vital anchors for building and sustaining brand equity. Rooted in brand identity, slogans aim to enhance salience through brand awareness and brand recall, while shaping the brand associations and knowledge structures that underpin loyalty. This opinion piece explores Nike's response to evolving contemporary values related to mental health and self-reflection among younger generations, through the launch of a new campaign slogan 'Why Do It?'. Drawing on contemporary research, we argue that this rhetorical approach reflects a broader cultural shift: today's youth, often described as an anxious generation, are seen to respond better to authentic, caring, and psychological-safety appeals rather than external exhortations to succeed. The challenge for brands lies in recalibrating brand meaning and knowledge to align with contemporary values without eroding accumulated brand equity. Nike's case exemplifies how an iconic brand can sustain its cultural relevance by reframing purpose and motivation, transforming its voice from one of command to conversation, and aligning its enduring myth of empowerment with emerging values of mental well-being and inclusivity.

Stakeholders are increasingly aware of sustainability issues concerning luxury brands. Although several luxury brands have integrated corporate social responsibility (CSR) practices into their business models to tackle such issues, CSR is currently in crisis due to increased stakeholder scepticism as to its genuineness. Recent research has advocated the concept of conscientious brands (CBs) to tackle the reputational crisis of CSR and reflect brands' authentic commitment to society and the environment, which often includes adopting circular business models (CBMs). To explore the potential integration of CBs and CBMs, this paper employs a theoretical synthesis approach to propose a conceptual framework, serving as a basis for future empirical research. The paper uses Vivienne Westwood as an illustrative example of a luxury brand that possesses CB and CBM components. The conceptual framework provides an understanding of how CBs develop a belief system, derived from their experience and perceived role in the world, leading to consistent actions to capture economic, social, and environmental value. Additionally, it provides brand managers with an understanding of brand purpose and the need to reflect a brand's authentic commitment to society and the environment, through designing a value proposition, creating and delivering value, and capturing value with different stakeholders.

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: This study aims to address the crossover application of sensory marketing (SM) and artificial intelligence (AI) within the hospitality industry.

Design/methodology/approach: Through an extensive literature review, this study identified contemporary issues in SM, including challenges related to atmospheric and sensory cues, (in)congruence, multi-sensory cues, perception, sensations and sensory overload. These themes are particularly relevant considering the growing importance of personalisation and real-time optimisation in the industry. This study then conceptualised how AI solutions address these challenges in hospitality and management contexts.

Findings: The findings highlight AI's potential to optimise sensory cues, ensure internal validity in congruence studies, enhance the study of multi-sensory cues in digital environments, accurately measure consumer perceptions, decode subconscious sensory experiences and dynamically adjust sensory stimulation to avoid overload.

Originality/value: This study proposes research propositions and future research avenues, emphasising the opportunities for developing innovative strategies that enhance consumers' experiences and operational efficiencies in the hospitality sector by integrating SM and AI.

This paper aims to explore the relation between gamification and recycling of household waste by answering the question of how a gamified recycling station can make recycling a more engaging experience. The station was designed to make recycling a smart, neat and engaging experience for fifteen households during six months. A smartphone application based on gamification mechanics was developed including missions, achievements, quizzes and a visual progression map. Participants were using the smartphone application providing data during the project, as well as were interviewed before and after the period. Results show that when examining recycling experiences in terms of interaction, knowledge, attitudes, and perception, three different groups of participants could be identified. It was shown that the connection between the physical environment and smartphone application was important to consider as these had to be congruent. Further, it was revealed that such intervention via gamification and a new recycling station could contribute to a better recycling experience and increase knowledge, depending on the type of user ranging from engaged, partly engaged to not engaged. 

While recent research has discussed the role and functions of the brand purpose (BP), less attention hasbeen given to how and when a BP is created, integrated, and aligned into organizational processes. Tounderstand the mechanisms of crafting a BP, we employ a case study of a sustainable local distillery witha restaurant and bar in the Midwest, US, which are consciously working with their BP. We aim to illustrateand analyze how a BP is created, communicated, and integrated into everyday operations by performingin-depth interviews and obtaining materials. Preliminary findings reveal the importance of personalknowledge, ethos, relevance, and why the BP was crafted. To the extent of our knowledge, thispaper is one of the first to illustrate how BPs are crafted and sustained in a SME, as well as how this creationand modification is continuously ongoing.

The aim of this chapter is to provide a broad overview of the processes and stakeholders involved when organizing and managing a stand-alone (offline) esports event, tournament, or LAN. Through analyzing existing documents and having discussions with industry practitioners, this chapter presents a practical guide where the requirements and expectations of key stakeholders and the necessary considerations involved are discussed. The chapter covers a diverse range of factors when organizing esports tournaments and offers practical recommendations for those involved in planning and executing esports events. Key highlights include: (1) a practical how-to guide is presented, identifying the various aspects of organizing an esports event along with relevant stakeholder considerations; (2) a summary table is included that identifies opportunities and challenges when organizing esports events along with related stakeholders to engage; and (3) practical aspects of managing in-person esports events are presented.