PurposeThe study aims to ascertain the impacts of entertainment, social and functional values on the likelihood of sharing commercial videos online and verify whether consumers' likelihood to share videos impacts brand attachment and brand equity.Design/methodology/approachA survey was conducted with 368 university students who watched videos of five companies on YouTube Brazil. The electronic form had 24 questions covering the constructs entertainment value, social value, functional value, likelihood to share, brand attachment and brand equity. The structural equation modeling (SEM) tested the survey´s hypothetical model.FindingsThe entertainment value and the social value had positive impacts on the likelihood to share commercial videos online. Moreover, the likelihood to share videos positively impacted brand attachment and brand equity. Finally, brand attachment had a positive effect on brand equity.Practical implicationsEntertainment and social values affect the likelihood to share commercial videos, stimulating consumer engagement with brands through interactive marketing on SNSs. Therefore, companies should produce fun videos that add social value to consumers to go viral, positively influencing brands. Finally, another contribution is the impact of video sharing on brand attachment. Previous studies have contemplated only the opposite relationship between these constructs.Originality/valueThis research adds value to interactive marketing by investigating consumers' behaviors, their interactivity in social networking sites (SNSs) and the impacts on brands. It is the only study that simultaneously contemplates the effects of entertainment, social and functional values on the likelihood to share commercial videos online and demonstrates its impact on brand attachment and brand equity.

Purpose Salesperson performance is accepted as a relevant factor of retailing success. However, scarce studies reveal the relationship between sales performance and brand relationship. The purpose of this study is both, from one side, to empirically demonstrate the impact of salesperson brand attachment (SBA) on sales performance and, on the other side, to identify the mediators of this relationship in small retailing. Design/methodology/approach A survey was conducted with a sample of 206 small retailers from different sectors of an emerging country. The proposed model was tested using partial least squares–structural equation modeling (PLS-SEM) in SmartPLS3. Findings The results demonstrated that SBA is relevant to driving sales performance through two relevant paths – one following SBA–satisfaction–performance and one path following the SBA–commitment–performance. The model was able to explain 63% of the outcome performance. Practical implications Regarding small retailers, where the owners, employees and managers have higher levels of interaction than the large national retail chains, the marketing executives must invest in improving the attachment to the brand and create emotional bonds and cognition between marketers and the brand. They must develop strategies to promote job satisfaction and organizational commitment because they determine performance. Originality/value Despite the relevance of small businesses for economies worldwide and the importance of salesperson brand relationships, no study has been developed to demonstrate the impacts of such relationships on salesperson performance in retailing. Furthermore, in addition to the central role of organizational commitment in the sales research, to the best of the authors’ knowledge, this is the first study to explore how to mediate the relationship between brand attachment and sales performance.

PurposeDespite the growing competition between higher education institutions and the empirical evidence that the brand is a relevant determinant of consumer preference, research studies on negative consumer–brand relationships (CBRs) are still scarce. Thus, this research intends to fill this gap, determining the antecedents of brand hate in educational institutions and identifying gender differences regarding the determinants of brand hate.Design/methodology/approachA survey was carried out with 450 current students from higher education institutions. The proposed model was tested using partial least squares structural equation modeling (PLS-SEM) in SmartPLS3.FindingsAccording to the results, previous negative experiences are the most significant driver of brand hate, with higher emphasis on male students. In this sense, investment in customer experience management (CXM) consists of a relevant strategy for higher education institutions. It was also observed that female students develop hate for ideological incongruity (ethical/moral behavior) and symbolic incongruence (lack of brand identity), revealing unprecedented facets of the phenomenon.Originality/valueThis research extends the studies’ negative CBRs to educational institutions. It explores gender differences related to brand hate; a topic not explored before, but that enables a targeted approach of brand strategies. Finally, it provides managerial implications allowing the strategy to reduce negative CBRs and their consequences in educational institutions.

ResumoAdministrar as complexidades de 2015 tem sido uma das principais preocupações das empresas, de seus profissionais e, especialmente, de seus principais representantes, os proprietários. Embora esta seja uma preocupação geral, são as micro, pequenas e médias empresas as mais fragilizadas em cená-rios de crise. No entanto, antagonicamente, a abertura de novas empresas representa uma alternativa a muitos profissionais nestes períodos. Neste sentido, o presente trabalho teve como objetivo discutir possíveis perspectivas para o empreendedorismo no Brasil a partir de 2015, considerando a análise do comportamento das variáveis relacionadas ao empreendedorismo no país em um cenário de cenário de complexidades análogas, encontrado no período da crise financeira de 2008. Os resultados encontrados apontam uma tendência ao aumento do empreendedorismo inicial em cenários de crise, sendo a escassez de emprego o potencial motivador. Por meio de análise das publicações da Global Entrepreneurship Monitor -GEM, constatou-se ainda uma aparente relação entre o empreendedorismo por oportunidade e a taxa de empreendedores estabelecidos. Assim, uma das principais complexidades a serem administradas no atual cenário brasileiro é a percepção das oportunidades, uma vez que os empreendedores por necessidade possuem maior propensão à descontinuidade da atividade. Palavras-chave: Empreendedorismo, crises econômicas e financeiras, Taxas de empreendedores.

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