Political parties usually try to understand the factors that affect a voter’s decision in elections. However, irrespective of voters’ preferences, studies rarely examine how voters’ attitudes toward celebrity politicians affected their party preferences, given the mediating effects of brand affinity and perceived attributes and the moderated mediating role of gender. Therefore, this study considers the effect of parties’ nominations of celebrity politicians on voters’ political party preference. Moreover, it investigates the causal relationship between those perceptions in an uprising nation against political parties. A representative national sample of one thousand two hundred sixty-nine (1269) Lebanese voters was administered via a cross-sectional survey in fifteen Lebanese districts. A stratified proportional random sampling technique was used. Findings showed that attitudes significantly affected political party preferences when nominating celebrity politicians only through brand affinity on a 90% confidence level (probability-value = 0.053 < 0.10) and perceived attributes on a 95% confidence level (0.039 < 0.05), evidencing a lack of a significant direct relationship (0.571 > 0.10). Voters’ gender conditional indirect effect was significant for females’ impact on brand affinity (0.025 < 0.05), whereas gender failed to determine voters’ indirect effect on perceived attributes (0.633 > 0.10). The results have shown that gender disparities in the brand’s emotional component could affect brand preferences.

Today’s business environment is characterized by a growing number of knowledge risks. There has been a paucity of empirical research on the impact of knowledge risks on business sustainability. This paper looks at the direct and indirect consequences of knowledge risks on a firm's sustainability. A questionnaire was administered with a sample of 427 respondents from Lebanese knowledge-intensive firms. Structural equation modeling (SEM) was used to test the research framework. The findings indicate that knowledge risks and knowledge loss have a direct and significant detrimental impact on business sustainability. The performance of organizations has a direct and significant positive impact on sustainability. The mediating effect of organizational performance in the relationship between knowledge risks and sustainability of the business was demonstrated. However, the link between human knowledge risks and both organizational performance and sustainability was not significant. Outcomes of the study will persuade knowledge-intensive firms’ managers to deploy knowledge management approaches and reduce potential knowledge risks.