HSM Review

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Insights into consumers: exploring the impact of brand coolness on consumers' brand engagement with intervening role of brand love

How often do we say that this brand is cool? Quite often. But what does it mean? Similarly, we say, I love this brand but what does this mean? Our research not only explains what Coolness and Love mean but also tells us about the relationship between these constructs.

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The role of artificial intelligence in shaping the future of learning

The use of artificial intelligence (AI) in classrooms has caused panic among some people due to the potential for cheating and new teaching methods. However, I believe that the education system will be able to adapt to AI in ways that will improve learning and the experience of instructors.

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The Effect of Parent-child Buying Communication Strategies on Self-brand Connections (SBC)

Parental intervention through monitored buying decision-making may educate and guide children to separate their sense of self from brands, resulting in a lower degree of Self-brand Connections (SBC)

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Machine Learning Predictions of Winners of World Cup Teams

Oxford mathematical model predicts route to the men's @FIFAWorldCup. The model is based on correlating differences in number of goals with the differences in their ELO ratings.

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Top HR Trend to Watch: HR Analytics and Human Resource Information Systems (HRIS)

As Information Systems embedded with Big Data Analytics are becoming ubiquitous, key trends emerging in HR Analytics can be leveraged by an organization for maximum impact by using robust HR Information Systems