During the last decade, research on new technologies such as virtual reality and augmented reality in the context of marketing has gained notable attention from the marketing researchers. Researchers are trying to understand consumer behaviour with the aid of new technologies, but only a few consumer behaviour theories are being used in the context of marketing, for example, theory of planned behaviour, self‐determination theory, technology acceptance model, uses & gratification theory and innovation diffusion theory. These theories can successfully predict consumer's motivation, behavioural intentions and technology adoption. However, they are unable to explicate the effectiveness of promotional messages and content marketing on consumer's change in attitude and decision making. Surprisingly, theories that are actually capable to do so, for example, elaboration likelihood model (ELM), have been overlooked by the researchers. This could be because classical theories are unable to comprehend the new technologies, and hence, it is pertinent to enhance the spectrum of the classical theories. Therefore, the goal of this theory‐based systematic literature review is to assess the ELM literature to address the existing research gaps in the marketing literature. The research string used in this study was developed by using Boolean operators to search databases, and Preferred Reporting Items for Systematic Reviews and Meta‐Analyses framework was adopted to increase the efficiency of the searching process. A total of 762 suitable articles were considered for the initial screening, however, only 68 articles met the inclusion criteria and were included in the study. These articles were analysed to propose future research agenda by including the under‐looked constructs and theories.

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Purpose This paper aims to investigate the variations in brand personality trait items to describe both global and local brands in Malaysia. Design/methodology/approach The authors adopted both factor analytic and experimental methods to investigate the internal and external validity of Malaysia brand personality (MBP) scale. They followed a stringent scale development process that ensures the scale conform to psychometric properties. Findings In seven studies, the results show that the 22-item four-factor Malaysian brand personality scale adheres to strong psychometric properties of scale development process. The findings further indicate that there are seven indigenous traits, while most traits emerge from factor analyses originate from studies of Aaker (1997) and colleagues (2001). This confirms universality of some brand personality traits and dimensions. Research limitations/implications Within the limits of the study, we did not examine the MBP facet level, and were confined to those respondents in Klang Valley only. Practical implications The MBP scale enables marketing managers in Malaysia to focus on brand personality dimensions that their customers can relate to. In other words, marketing communications can be more efficient when managers can identify brand personality traits that enhance customers’ behaviors and profitability. Originality/value Malaysia is a multicultural and multiethnic country which is increasingly becoming the focus of international brand expansion. The authors view that the development of the MBP scale is timely and should provide managers further insights into the brand personality structure that is relevant in Malaysia.

Family first response in patients with heart attacks is very important in increasing patient safety. Friedman's familiy theory views that the family has a major role and function indecide the prompt and appropriate course of action. Orem's Wholly Compensatory System Theory looked at that familymust provide partial assistance when a family member is sick. Theory Cultural care Leininger looked at that family tend to maintain their culture when doing help. Indonesia, especially in Banjarmasin, has different social and cultural conditions so that the experience of making its first response will of course also be different.  This study aims to explore the family experience of the first response to patients with heart attacks. This study used a qualitative method with a phenomenological study approach to 8 participants from Banjar community in South Kalimantan with purposive sampling technique. Collecting data using in-depth interviews with a tape recorder and field notes. The method of analysis uses Creswell. There are 6 themes found namely (1) The initial understanding of a family about heart attack is in the form of menyamak or angin duduk, (2) The family's first action in a patient with an attackheart in the form of cabut angin, (3) family onset in doing his first response against attacks in the form of estimated time (4) Family delay factors in doing the first response in the form of a cause(5) The emotional response of the family in facing a heart attack such as neutral response, anxiety and shock. (6) Meaning as a helper for family members such as pride, relief and pleasure. Nurses need to rectify the culture that is in conflict with health by changing the family mindset of their understanding of diseases, especially heart attacks.