Purpose: The purpose of this study, which draws on the stimulus organism response (S-O-R) theory, is to empirically examine the effect of brand coolness on communal brand connection and brand commitment, while assessing how the latter fosters brand trust and loyalty among smartphone users.Design/methodology/approach: Data are collected from 410 smartphone users in Ghana and analyzed with Smart-PLS utilizing the structural equations modeling technique.Findings: The study's findings show that consumers' perceptions of brand coolness have a positive influence on their communal brand connection and brand commitment. The study also discovers that brand commitment influences brand loyalty, whereas communal brand connection influences brand commitment, loyalty and trust, respectively. Similarly, brand commitment and communal brand connection are identified as important mediating variables in the relationship between brand coolness and both brand loyalty and brand trust.Practical implications: The study underlines the significance of developing cool brand images and communicating same effectively to current and prospective customers, along with other stakeholders.Originality/value: The study highlights the fact that properly creating cool brands can lead to increased communal brand connection, brand commitment, and, consequently, brand trust and loyalty.

Purpose: The study examines the effects of behavior-based and outcome-based control systems on service-sales ambidexterity, role conflict, emotional exhaustion and job performance in salespeople.Design/methodology/approach: Data are collected from 704 salespeople in Ghana. The proposed hypotheses are tested through the structural equations modeling technique.Findings: The study finds that both behavior-based and outcome-based controls have positive and significant effects on service-sales ambidexterity in salespeople. Similarly, the study discovers that service-sales ambidexterity has a positive and significant impact on both role conflict and emotional exhaustion in salespeople. The study also finds that role conflict and emotional exhaustion both have a negative impact on job performance. Finally, the study finds that salespeople's grit moderates the negative relationship between emotional exhaustion and job performance.Practical implications: The results imply that while salespeople's service-sales ambidexterity may be beneficial to their individual and firm performance, it may also lead to role conflict and emotional exhaustion.Originality/value: The current study demonstrates how control mechanisms can lead to service-sales ambidexterity in salespeople and how this can lead to role conflict and emotional exhaustion.

The present study draws on the extended Technology Acceptance Model to empirically examine the effects of website quality and brand equity on consumers' perceptions and behavioural intentions on utilizing apparel m-commerce. Data is collected from 421 Ghanaian customers and analyzed using the structural equation modeling technique. The study finds that website quality and brand equity are germane to consumers' perceptions of the usefulness and ease of use of websites, which in turn influence their attitudes and behavioural intentions to adopt apparel m-commerce. The study also discovers that Covid-19 moderates the relationship between perceived usefulness and customers' behavioural intention to use apparel m-commerce. The study provides managerial and theoretical insights into understanding TAM2, brand equity, website quality, and consumers' propensity to shop for apparels on mobile platforms.