This study considers the role of leadership within the hospitality sector as a key tool in raising performance levels. Hospitality is unique in its service-based approach, which relies on employees to ensure effective service. Post-COVID-19 and Brexit, the hospitality sector has seen a shift in reliance towards a home workforce, and as such, retention has become an area of greater importance. This case study investigation adopted a qualitative approach to consider the perceptions of six managers within a UK-based luxury hotel. Semi-structured interviews were used to draw out their experience of approaches used to ensure effective delivery in their areas of responsibility. The research concludes that a shift in leadership approach (from autocratic to democratic) is a necessity to retain staff, particularly as the shift to a greater reliance on a home workforce due to COVID-19 and Brexit starts to impact the sector. There does, however, remain a need to be more autocratic in certain situations to ensure the quality of service. Subsequently, communication becomes critical in the building of relationships. The research considers leadership approaches from a managerial perspective and is based on individual perceptions. Traditionally, research has been conducted from an employee perspective.

This study looked at how adding augmented reality (AR) to Jordanian fast-food apps during the pandemic impacts brand identity, consumer views, and interactions. It wanted to see if AR strengthens brand connections or leads to brand dilution concerns in the industry. The research utilized a qualitative approach, employing semi-structured interviews with 52 marketing managers from diverse fast-food establishments across Jordan. The study highlighted how mobile apps, especially AR, changed brand interactions in Jordan’s fast-food market. They boosted convenience and engagement but raised worries about food quality and brand dilution due to heavy app use. It stressed the need to balance tech innovation, preserve brand identity, offer personalized experiences, understand user behavior, and tackle app development challenges for better brand loyalty. The research offers practical implications for stakeholders, recommending strategic AR integration, a user-centric approach, cultural sensitivity in tech adoption, and the preservation of emotional connections. It emphasizes the significance of maintaining a delicate balance between leveraging technological advancements and safeguarding the distinctiveness of individual brand identities within an increasingly app-centric landscape. This study uncovers AR’s influence in Jordan’s fast-food scene, highlighting its transformative power and possible drawbacks. It offers practical advice for industry players, guiding them on how to navigate the digital shift without compromising brand integrity or customer connections.

Carbonated soft drinks (CSDs) have long been a mainstay of the beverage business but changing consumer tastes and rising health awareness have necessitated a thorough study of the variables impacting consumer choices. This study intends to explore the complex web of customer preferences, purchasing behaviour, and perceptions related to carbonated soft drinks. This research analyses how numerous variables, including gender, affect these preferences and choices via careful examination. The purpose of thepresent research is to determine the perception of consumer influencing customer choice preferences for the consumption of carbonated soft drinks, influence of gender and the role of advertisement in finalizing the choice. It would be helpful to do further research to better understand how these highlighted variables affect purchasing choices, especially gender-based variances. The important influence of gender on consumer behaviour has been acknowledged. For this study, a structured questionnaire was distributed through online social media to individuals of 12–45 years of age from the period of April–May 2023. For analysis of the data collected, SPSS 22.0 was used. The study has confirmed that consumption of Coca-Cola is higher than any other soft drink in almost the entire country. The factors like youthfulness, tradition, status symbol and level of carbonation have different influences on the buying behavior of male and female consumers.

Purpose: The purpose of this paper is to review literature in the area of perceived organizational politics (POPs) and to present a model that explains the positive role of the phenomenon in the workplace. This involves understanding how POPs have evolved from playing a much-publicized destructive role to an emerging constructive one. Design/methodology/approach: An integrative review method was used to review articles on POPs published over the last 13 years (2010–2022). The primary sources of information were several databases, such as ISI Web of Science, Google Scholar, and Scopus. Specific search terms were considered to find relevant articles, leading to 7803 articles (3894 hits on Scopus, 1723 hits on Google Scholar, and 2186 hits on Web of Science). These studies were further examined for their relevance to this study, and 103 articles were identified. The application of exclusion criteria funneled them to 66 studies. The articles, employing quantitative, mixed, and qualitative approaches were coded. The themes were subsequently determined. Findings: The review notes that the POPs literature emphasis is shifting from a negative and dysfunctional approach to one where positive organizational outcomes are possible. The review concludes that POPs have functional consequences too. The phenomenon could illuminate favorable workplace outcomes if viewed as an enhancer rather than a hindrance. POPs should be viewed as a phenomenon that for all purposes is essentially neutral. It is individuals who label the otherwise neutral construct as negative (negative POPs) or positive (positive POPs). Practical implications: The paper reveals how antecedents help organizational members label politics as positive. Perceived organizational politics is largely a neutral construct until the perceiver decides to label it otherwise. A positive perception of politics is significant in predicting important employee outcomes such as motivation, employee satisfaction, and job performance. Management needs to invest in antecedents and moderators to help employees label the construct as positive rather than negative. Originality/value: The study is an original review of the positive POPs literature to identify the significant antecedents, moderators, and work outcomes, vital to organizational success.

In the process of global economy, in the face of increasing business competition, it is more difficult than ever for brands to approach consumers and persuade them to consume. In the commercial environment, the competition between enterprises is essentially the competition of brands, and the competition of brands must first carry out the competition of brand image. Brand image carries the mission of information dissemination and value creation and plays an important role in business behavior. How to improve customer purchase intention by optimizing brand image and greatly promote the development of business through brand image is the purpose of this study. The construction and application of brand image not only covers all the characteristics of the brand, but also the focus of consumers’ attention when choosing brands and products. This paper comprehensively uses the systematic theories and methods of art design, marketing and consumer psychology and behavior as support, and adopts research methods such as literature data to explore and study the field of brand image. This study finds that customer perception of brand image directly affects customer purchase intention. At present, there are relatively few researches on how brand image can empower business. Through the study of “optimizing brand image to improve customer purchase intention”, this paper focuses on the direction of brand image empowering business, broadens the research breadth and depth in the field of brand image, and enrichis the research achievements in the field of brand image.