Packaging is a powerful tool for brands, which can not only catch consumers’ attention but also influence their purchase decisions. The application of neuromarketing techniques to the study of food packaging has recently gained considerable popularity both in academia and practice, but there are still some concerns about the methods and metrics commercially offered and the interpretation of their findings. This represents the motivation of this investigation, whose objective is twofold: (1) to analyze the methodologies and measurements commonly used in neuromarketing commercial research on packaging, and (2) to examine the extent to which the results of food packaging studies applying neuromarketing techniques can be reproduced under similar methodologies. Obtained results shed light on the application of neuromarketing techniques in the evaluation of food packaging and reveal that neuromarketing and declarative methodologies are complementary, and its combination may strengthen the studies’ results. Additionally, this study highlights the importance of having a framework that improves the validity and reliability of neuromarketing studies to eradicate mistrust toward the discipline and provide brands with valuable insights into food packing design.

In recent years employer branding has become increasingly important as a source of sustainable competitive advantage. Companies are trying to engender affective commitment in the best employees in a global labour market. In this study, we develop and validate a multidimensional scale to measure the strength of an employee's affective commitment to the employer brand in five separate studies. In Studies 1 and 2 the Affective Commitment to the Employer Brand (ACEB) scale was developed and tested for its structure, reliability and convergent validity. Study 3 examines additional reliability and discriminant validity. Study 4 provides evidence of external validity. Study 5 examines the scale's nomological validity showing that a positive experience with the employer brand is important in making the employee develop affective commitment towards it. The limitations of the scale and the boundary conditions of its applicability are also discussed

This research explores the impact of authenticity and involvement on destination image, aiming to comprehend visitor satisfaction, experience quality, re-patronage intentions, willingness to pay more, and word-of-mouth. Structural equation modelling was employed for analysis using data from 394 visitors to Side, Turkey. According to research findings, authenticity and involvement positively influence destination image. The findings demonstrate that developing re-patronage intentions, word-of-mouth recommendations, and willingness to pay more can be facilitated through experience quality and satisfaction. Also, it is proved that satisfaction is positively influenced by destination image. Moreover, authenticity and involvement positively influence destination image. According to research results, to increase willingness to pay, it is imperative to offer a high-quality cultural tourism experience, wherein tourists gain knowledge about the heritage destination and enjoy the experience while deeply engaging with the surroundings. Furthermore, public and private organisations should design visitor experiences that consider authenticity and involvement to enhance destination image and increase customer satisfaction.

Purpose: This research aims to provide evidence of the impacts of market orientation, customer value approach (through prestige, value for money and reputation for quality) and innovation on museum sustainability. Design/methodology/approach: The model is analysed through partial least squares (PLS-SEM), using a sample of 549 European museums. Findings: The results reveal that reputation for quality, prestige, innovation and value for money positively and significantly influence museum sustainability. Interestingly, the most meaningful linkage is between market orientation and innovation. Practical implications: This research helps museums that need to increase their customer value and innovativeness so as to ensure museum sustainability. It proves that museum managers have to increase employees’ involvement in decision-making processes. Originality/value: By using a wide sample of European museums, this study suggests that museum managers need to consider the impact of marketing strategies and customer value perceptions on the economic and social sustainability of museums.

Museums have gone through a modernization process which has seen the adoption of new technologies in what they offer visitors. Within the framework of the new critical museology, these organizations have been transformed into places of encounter and experience, the key tools in this change being socialization and play. Gamification are now intrinsic to collections and are a way of inviting visitors to share new museum experiences through the latest technology such as AR (Augmented Reality) and VR (Virtual Reality). In this way, the museum becomes a playground and a space for creativity (Borja-Villel et al., 2014). In this research, we focus on what we consider to be an important link between the three central aspects of museum change: sociability, gamificaction and virtualization; and the growing interest in museums for videogames. Our aim is to reach a better understanding of the AR and VR video games developed for museums and how these technologies can not only motivate visitors’ interest but also improve their learning skills. Our analysis focuses of literature published between 2015 to 2018 and follows the analytic structure established by Connolly et al. (2012) with additional features related to learning experience, platforms, and the use of technologies (VR and AR). The general aim is to map the interest of the research community in the field of museum-developed video games, more specifically those that use augmented and virtual reality.