The higher education is facing challenges and the learning is flipping. The teaching as a wholeperson is one of the major mission of higher education. Psychodrama was developed for psychotherapy and it is used as a psychotherapy technique in group counseling, consultation, and even education in recent years. In business schools, psychodrama offers a creative and more experiential way for students to explore and solve the key issues in business and management practice. This study uses psychodrama in teaching in the real Business-Management course Marketing Management 」as the research context. This study is an action research in Business-Management education. This study is bringing a new learning experience to Business education. Moreover, it also adds humanistic quality and social consideration to students. With the qualitative and quantitative data, the results demonstrates that psychodrama can improve learning outcomes, enhance learning satisfaction, and even enhance the ability of students to business decision-making. Furthermore, this study also provides managerial and practical implications for both higher education in business schools and real world business managers.

This paper investigates the relative effect of anticipatory justice on organizational legitimacy and consumer trust that further leads to consumer citizenship behavior following service failure recovery in Taiwan. Further, the moderating role of sustainable corporate social responsibility (CSR) practices is explored. A causal relationship and survey design with a valid sample of 269 respondents was applied. Findings indicated that organizational legitimacy and consumer trust can be restored through anticipatory justice, in particular interpersonal justice and then further mediated consumer citizenship behavior. As a moderator, a high level of sustainable CSR practices had a significantly stronger effect on anticipatory justice and organizational legitimacy than the low level one but only had an effect on interpersonal justice and consumer trust after service recovery. Practical implications are provided for service providers. The value of this research proposes an integrated model with organizational legitimacy and sustainable CSR practice that has not yet been tested in the model of service recovery. In addition, sustainable CSR practice is proposed as a moderator (high and low) that is compared in the level of strength of the relationships. This moderation effect has not been found previously in the process of service recovery.

Purpose -This research investigated on the issue of Logo change in the rebranding strategy. The rebranding strategy plays an important role in the brand's cycle and enhances the competitiveness continuously. Since brand is one of the most important assets of the company, logo is the core visual factor for customer to recognize, memorize and communicate. Meanwhile, logo is often redesigned along with the adjustment of brand strategy to meet consumers' needs. Therefore, logo change is the most direct and speedy method among the brand strategy which is also the key factor to create another peak of the business and sustain the brand life circle. Methodology -The study employs the experimentation method of quantitative research to explore how logo change influences the consumer behavior. By analyzing four different scenarios, 2 (Logo Appropriateness: high vs. Low) x 2 (Logo Familiarity: high vs. low) and collecting 460 data from college students, the study will also adopt ANOVA to measure the influence of brand attitude and brand loyalty affected by logo change. Findings-The result of the study indicates that rebranding is a continuously dynamic cycle which proves a positive impact will be influenced by the logo appropriateness towards to brand attitude and brand loyalty. In other words, when customer view the logo design in line with the meaning of brand, the more familiar with the logo the more positive attitude towards the brand loyalty. Conclusion-Rebranding strategy aims to sustain the life of brand and the important method to create the peak of innovation continually. Furthermore, the logo change is more direct and speedy way to attract customer attention. Therefore, the contribution of the research will not only make up the gap between the logo design and rebranding research but also provide the best reference for brand managers to upgrade the brand strategy.

It is interesting to note that even though the studies of atmospheric effects in physical stores have been abundant, knowledge of ambient factor effects in the online retailing context has been limited. This study investigates the influence of webmospheric effect, web page color displays on respondents’ emotional reactions and subsequent online impulse buying intention. A Stimulus-Organism-Responses (S-O-R) model was used as the basic framework and a laboratory experiment was conducted to test the hypotheses in this study. The results demonstrated that web page color displays had a significant effect on participants’ emotional response, eventually influencing their intention to purchase impulsively online. Specifically, respondents felt more aroused and experienced greater pleasure when they were exposed to chromatic web page displays than achromatic one. Additionally, both pleasure and arousal emotions played an intervening role between web page color displays and online impulse purchasing intention. Personality traits and product involvement were proved to moderate the relationship between atmospheric cues and impulse shopping intention. These findings suggest that the website design with effective web page color displays would create a desirable environment and thus prompt consumers to buy impulsively. Finally, research implications of the model and proposition are presented.

This paper highlights the moderating effect of retailer CSR perception and CSR contribution type on the relationship between advertised reference price (ARP) and consumer evaluations. A two-by-three between-subjects factorial design is employed with the manipulation of ARP and CSR contribution type for hypothesis testing. Experimental results show that internal reference price, value of the deal, attitude towards the deal and purchase intention are higher for the exaggerated ARP than for the plausible ARP in the high CSR perception condition. Similar effects also occur when the retailer CSR contribution type is present in the reference price advertisement. Specifically, in-kind contribution exerts larger effects than money. This study contributes to a better understanding and crafting of integrative ARP and CSR strategies to influence consumers’ price perceptions, evaluations and intentions.