Middle East J. of Management (31 papers in press)

Regular Issues

• Effect of nepotism on job burnout through procedural and distributive injustice with moderation of supervisory trust  
  by Rizwana Rasheed, Olivier Roques, Aamir Rashid 
  Abstract: Despite tremendous research on job burnout, existing research has paid limited attention to the role of perceived nepotism and organisational justice practice, specifically mediating job burnout in the context of developing countries. Data was collected from 434 public sector employees using purposive sampling. SPSS version 22 and SPSS PROCESS macro were used for analysis. The results indicated that perceived nepotism significantly and positively impacts employee job burnout. Procedural and distributive injustice significantly mediated the relationship between perceived nepotism and job burnout. Supervisory trust moderated the direct relationship between study variables. This research will help decision-makers to address the issues of nepotism and injustice practices in organisations by indicating that selection, remuneration, performance appraisal, promotion, etc., must follow the merit system in terms of qualification, skills, experience, and performance rather than on preferential treatment to avoid the employee job burnout and to provide equal opportunities for the development of deserving individuals.
  Keywords: unfairness; preferential treatment; nepotism; organisational justice; supervisory support; process macro; moderated mediation.
  DOI: 10.1504/MEJM.2025.10074690
   
  
• A qualitative study exploring industry-university collaborations in a regional university context  
  by Deniz Dirik, Ahenk Aktan, Mehmet Naci Efe 
  Abstract: Industry-university collaboration is a significant driver of digital transformation and regional economic development, with its success hinging on the trust-based relationship between universities and industries. This study aims to explore the industry-university collaboration in an emerging country context through semi-structured interviews with industry partners. The study emphasises the voice of industry stakeholders, often neglected in the triple helix model. Six categories of IUC have been identified including, channels of collaboration, benefits of collaboration, barriers to collaboration, facilitators, challenges, and expectations from collaboration. Through thematic analysis, a 5W1H IUC factors model was proposed, illustrating the channels (what), benefits (why), challenges (how), barriers (why not), intermediaries (who), and expectations (what should be done) of/from industry-university collaborations. Based on this thematic model, an actionable plan and roadmap were developed, proposing practical steps across three interacting zones a midsized regional university can take to enhance its relationship with industry stakeholders of various scales.
  Keywords: industry-university collaboration; innovation; technology transfer; technopark; digital transformation.
  DOI: 10.1504/MEJM.2025.10074758
   
  
• The mediating role of interpersonal conflict in the impact of workplace gossip on sense of belonging  
  by Elif Bilginoğlu, Uğur Yozgat 
  Abstract: This study explores the effects of workplace gossip on interpersonal conflict at work and the sense of belonging. Using data from 458 lower and middle-level managers working in both public and private sectors in Istanbul, the findings reveal that workplace gossip negatively impacts the sense of belonging, with interpersonal conflict at work fully mediating this relationship. Multiple linear regression and mediation analyses suggest that gossip undermines trust and communication, leading to conflicts. These conflicts, in turn, diminish the sense of belonging, fostering alienation and tension among employees. Ultimately, developing conflict prevention strategies and enhancing supportive relationships can strengthen the sense of belonging, contributing to a more positive workplace culture.
  Keywords: conflict at work; interpersonal conflict at work; workplace gossip; sense of belonging; belongingness.
  DOI: 10.1504/MEJM.2025.10075380
   
  
• The simultaneous moderating effects of trust and attitude on the e-banking system acceptance in the virtual era: empirical evidence from the Kurdistan Region of Iraq  
  by Yadgar M. Hamakhan 
  Abstract: The electronic banking system service plays an important bridging role in helping societies transition from traditional financial services and shift from a cash society (i.e., cash-based) to a cashless society. The proliferation of this particular service in the digital age is, therefore, very important. This system bridges different physical and digital services in the banking industry during this virtual era. Based on a relevant literature review on e-banking channels, the proposed conceptual model is based on the unified theory of acceptance and use of technology and is expanded by a second-order component factor named system/service factors, which contain four lower components factors, namely, security/privacy, quality, innovativeness, and task characteristics. By employing a self-administered online questionnaire, data were collected from 476 bank customers who work at the University of Sulaimani. The results, based on the partial least squares-structural equation modelling approach, show that system/service factors have a positive effect on user behaviour. Moreover, the results show that trust and attitude simultaneously moderate the relationship between system/service factors and behavioural intention. Thus, trust is the backbone of the system in the Kurdistan Region of Iraq. Additionally, behavioural intention mediates the relationship between system/service factors and user behaviour.
  Keywords: trust; PLS-SEM; FinTech firms; digital lifestyle; banking entrepreneurs.
  DOI: 10.1504/MEJM.2026.10075644
   
  
• The role of human resources management practices and perceived control in shaping commitment to change: the mediating influence of change acceptance or resistance  
  by Karwan H. Sherwani, Ahmet Demir, Mehmet Kiziloglu 
  Abstract: Managing organisational change is often difficult due to natural employee resistance. This study explores how human resource management practices and employees perceived control influence their commitment to change, with a focus on the mediating role of change acceptance or resistance. Using data from employees in recently ISO-certified manufacturing firms, the study applies a structured model to examine these relationships. Results reveal that effective human resources management practices enhance perceived control, which significantly affects whether employees accept or resist change. Acceptance is linked to higher commitment, while resistance is associated with stronger turnover intentions. These findings highlight the importance of Supportive human resources management strategies in fostering positive change outcomes. By integrating human resources management practices, perceived control, and behavioural responses to change, this study offers a comprehensive framework for improving employee commitment and reducing turnover during organisational transformations in ISO-certified contexts.
  Keywords: change management; human resources management practices; perceived control; acceptance or rejection of change; commitment to change; turnover intention.
  DOI: 10.1504/MEJM.2026.10075672
   
  
• The role of consumer engagement drivers and attitude in online purchase decision-making: moderating effects of brand trust  
  by Bestan Nihad Ismael, Abdulqadir Rahomee Ahmed Aljanabi 
  Abstract: This study investigates how website usability, interpersonal influence, and perceived value collectively shape consumers attitude towards online shopping and their subsequent purchase decisions in the Kurdistan region of Iraq. Utilising an online survey of 391 consumers and employing Smart-PLS structural equation modelling, the research reveals that website usability and perceived value positively influence attitudes, which in turn drive online purchases. While interpersonal influence showed no direct significant impact, brand trust powerfully moderates the relationship between attitudes towards online shopping and purchase decision making, strengthening this link. This research contributes by examining the combined effect of consumer engagement drivers and highlighting the crucial moderating role of brand trust in online purchase decision-making, offering practical insights for enhancing online retail strategies.
  Keywords: attitude toward online shopping; brand trust; consumer engagement; purchase decision.
  DOI: 10.1504/MEJM.2026.10076500
   
  
• Betrayed by the brand: the moderating role of social media engagement in the relationship between deceptive advertising, value deficit and brand hate  
  by Pooja Sharma, Samridhi Tanwar, Ishwar Sharma 
  Abstract: Brand hate is a widespread phenomenon that can have far-reaching consequences for companies. This study examines the moderating role of social media engagement in the relationship between deficit value, deceptive advertisement and brand hate. The survey was conducted on smartphone users in Delhi-NCR who had a negative experience with smartphone brands. Smart-PLS 4.1.0.10 was used for data analysis. A structured questionnaire was distributed among Delhi-NCR users to conduct the survey. The findings indicate that deceptive advertisements and deficit value positively influence brand hate. In addition, this study also examines how social media engagement strengthens the relationship between deceptive advertisement and brand hate, but does not moderate the relationship between deficit value and brand hate. Thus, the findings highlight the importance of social media engagement in customer attitudes towards brands and underline the need for companies to develop effective strategies to reduce brand hate.
  Keywords: social media engagement; brand hate; deceptive advertisement; deficient value; negative consumer brand relationships.
  DOI: 10.1504/MEJM.2026.10076501
   
  
• Green inclusive leadership and employee green innovative behaviour: the mediating role of environmental-focused psychological ownership  
  by Maria Rasheed, Ambreen Sarwar, Nazia Rafiq, Ahmed Abdul Hameed, Arqam Javed Kayani 
  Abstract: This paper investigates the role of green inclusive leadership (GIL) in the green innovative work behaviour (GIWB) of employees of the textile sector in Pakistan based on the constructs of the ability-motivation-opportunity (AMO) framework. Using multi-source, time-lagged data from 429 supervisor-subordinate dyads, the findings show that GIL promotes GIWB both directly and indirectly via environmental-focused psychological ownership (EFPO). Psychological empowerment further strengthens these relations, boosting the effect of GIL on GIWB and EFPO. Results have highlighted the significance of leadership causing environmental inclusiveness and psychological ownership in fuelling sustainable workplace innovation. For practitioners, the study suggests that could cultivate inclusive leadership and empower employees for improved eco-minded behaviours. Insights from this study would be resourceful for the initiatives on the principles of sustainability for the textile industry. Theoretical contributions contain the advancement of knowledge on the psychological mechanisms underlying leadership and green innovation.
  Keywords: green inclusive leadership; GIL; environmental-focused psychological ownership; EFPO; AMO model; psychological empowerment; PEM; environmental focused psychological ownership; green innovative work behaviour; GIWB.
  DOI: 10.1504/MEJM.2026.10076683
   
  
• Translating role of inclusive leadership into innovative work behaviour: a mediating-moderated role of work engagement and psychological empowerment  
  by Wasim Ul Rehman, Mustafa Bekmezci, Ömür Saltik, Sayyid Salman Rizavi, Lütfi Sürücü, Muhammad Siddique, Rabia Khalid 
  Abstract: This study translates the role of inclusive leadership (IL) in promoting employees innovative work behaviour (IWB) in the banking sector of Pakistan, in particular using the mediating role of work engagement (WE) and the moderating role of psychological empowerment (PE). To test the proposed model, a questionnaire was administered to bank employees located in Punjab region. Valid data obtained from 300 employees collected using convenience sampling method were analysed using SPSS-24 and SMART PLS. The findings reveal that IL significantly influences IWB, with WE mediating this relationship. Additionally, the results show that PE significantly moderates the relationship between IL and IWB. This study contributes to the theoretical understanding of ILs impact on IWB by integrating WE and PE into a mediating-moderating mechanism. This study provides a unique perspective to the literature by demonstrating the connection between IL and IWB simultaneously focusing on employees WE and PE and offers a comprehensive framework to understand how IL influences IWB through this mediating and moderating mechanism.
  Keywords: inclusive leadership; innovative work behaviour; iwb; work engagement; psychological empowerment; banking.
  DOI: 10.1504/MEJM.2026.10076783
   
  
• Igniting green buying behaviour of generation Z consumers through digital storytelling: role of brand attitude and message clarity  
  by Layla Hodaed Alsheikh 
  Abstract: Drawing on the elaboration likelihood model and signalling theory, the research proposed a mediated moderation model that examined the impact of digital storytelling components, such as narrative structure, self-reference, and perceived esthetics, on green buying behaviour. Moreover, brand attitude was incorporated as a mediator in these relationships, while message clarity was examined as a moderator on the relationship between brand attitude and green buying behaviour. Collected empirical data from 384 generation Z consumers using quantitative approaches were analysed using partial least squares structural equation modelling. The results showed that narrative structure and self-reference have a direct and significant influence on green buying behaviour and via brand attitude, while perceived esthetics only had a direct influence. Moreover, message clarity was found to have moderating between brand attitude and green buying behaviour, highlighting the importance of clear messages in building trust with Gen Z and reducing confusion. We discuss the theoretical and practical implications of the findings, along with the research limitations and future directions.
  Keywords: digital storytelling; narrative structure; self-reference; perceived esthetics; green buying behaviour; GBB; brand attitude; message clarity.
  DOI: 10.1504/MEJM.2026.10077482
   
  
• The effect of internal marketing on customer-oriented behaviour: the moderating role of cultural intelligence  
  by Ruşen Akdemir, Necmettin Gül, Faruk Şahin 
  Abstract: This study aims to examine the effect of internal marketing on customer-oriented behaviour and the moderating role of cultural intelligence on this effect. Data were collected from 367 participants working in international business environments in hotel companies in Turkey. Partial least squares path structural equation modelling was used to analyse the data using IBM SPSS Statistics and SmartPLS programs. The results show that internal marketing has a significant positive effect on customer-oriented behaviour. In addition, cultural intelligence has a mediating role between internal marketing and customer-oriented behaviour. However, this mediating role has a negative effect. The study extends the existing literature on internal marketing and cultural intelligence and provides useful managerial implications for service organisations, especially hotels. Finally, the study provides recommendations for future research.
  Keywords: internal marketing; cultural intelligence; customer orientation behaviour; tourism.
  DOI: 10.1504/MEJM.2026.10077483
   
  
• Unveiling the role of auditor’s personality to predict dysfunctional audit behaviours: moderation of emotional intelligence  
  by Muhammad Aamir, Muhammad Farooq Rehan, Amir Ikram, Khalid Hussain 
  Abstract: Despite stringent regulatory frameworks, the persistence of audit failures highlights that it is not just a system flaw, but it is the auditor behind the desk who decides whether the system works or not. Taking imputes from the cognitive-affective personality theory and social cognitive theory, this study examines the moderating influence of emotional intelligence on the association between Big5 personality traits and the acceptance of two dysfunctional audit behaviours; premature sign-off and underreporting of audit time. This research used a web-based and self-administered survey methodology to gather data from 385 external auditors in Pakistan. The results of the study using structural equation modelling technique provided that, with the exception of neuroticism, all personality traits reduce auditors acceptance of both dysfunctional audit behaviours. However, emotional intelligence strengthens the negative association between Big5 personality traits and premature signoff. This study contributes to the policy makers to invest on improving auditors personality to improve audit quality. Furthermore, the emotional intelligence can serve as a counter measuring route to avoid the premature signoff.
  Keywords: openness to experience; conscientiousness; agreeableness; extroversion; neuroticism; premature signoff; underreporting of time; emotional intelligence.
  DOI: 10.1504/MEJM.2026.10077917
   
  
• Why students eat green: unpacking environmental consciousness, identity, intention, and habit in sustainable food behaviour  
  by Bright Boadu, Jiang Xinying, Emmanuel Baffour Gyau 
  Abstract: This study investigates the impact of environmental consciousness on the ecological consumption of food among Ghanaian university students. Specifically, it examines the mediating role of green self-identity and the moderating role of habit in a values-based framework. By integrating the value-belief-norm, identity, and habit theory, the current research surveyed 456 university students in Accra, Ghana. Structural equation modelling through SmartPLS was utilised to test direct, mediating, and moderating effects. Results showed that environmental consciousness significantly impacts environmental self-identity, food consumption intention, and behaviour. In addition, environmental self-identity and food consumption intention mediate the link between environmental consciousness and behaviour. Further, habit also positively moderates the environmental self-identity and behaviour link and the intention and behaviour link, with findings showing that strong green habits enhance behaviour. The model accounted for 57.1% of the variance in environmental food consumption behaviour. This study adds to sustainability behaviour literature by combining environmental self-identity and habit in a Sub-Saharan African context. It proposes identity and habit as central to sustainable food consumption among youths and provides lessons for theory and intervention development.
  Keywords: environmental consciousness; environmental self-identity; environmental food consumption intention; environmental food consumption behaviour; habits.
  DOI: 10.1504/MEJM.2026.10078089
   
  
• Work-related stress and job burnout among pilots: the roles of intrinsic work value and supportive leadership  
  by Wai Lik, Ong Choon Hee 
  Abstract: This research explores the relationship between work-related stress and job burnout, focusing on the moderating roles of intrinsic work value and supportive leadership among pilots. Maslachs multidimensional theory of burnout serves as the foundation for this study. A total of 178 responses were collected and analysed using PLS-SEM. The findings show that work-related stress, covering physical, psychological, and social aspects, is positively linked to job burnout. Furthermore, intrinsic work value and supportive leadership mitigate the connection between social stress and job burnout. This research contributes to existing knowledge by applying Maslachs multidimensional theory of burnout to help reduce job burnout among pilots. It offers strategies for the aviation industry to foster a healthier workplace for pilots.
  Keywords: work-related stress; WRS; job burnout; pilots; intrinsic work value; supportive leadership.
  DOI: 10.1504/MEJM.2026.10078171
   
  
• Organisational learning and supply chain fragility in developing economies: a causal analysis using Granger and ARDL models  
  by Mohammadtaghi Kabiri, Keramatollah Heydari Rostami, HamidReza Talaie 
  Abstract: Fragile supply chains in developing economies are particularly vulnerable during crises due to institutional voids, limited digital infrastructure, and constrained organisational learning capacities. This study investigates the causal relationship between organisational learning failures and supply chain fragility, drawing on empirical data from Iran as a representative case of a crisis-prone emerging economy. We use a mixed-methods approach by combining Granger causality analysis, autoregressive distributed lag (ARDL) models, impulse response functions, and qualitative insights from executive interviews and social media content analysis. Results showed that organisational learning significantly reduces supply chain fragility, primarily by enhancing agility and strengthening interorganisational relationships. Social media and blockchain technologies are shown to augment these mechanisms, but are often underutilised due to infrastructural and financial constraints. Notably, no evidence of reverse causality is found, positioning learning as a proactive enabler of resilience rather than a reactive consequence. Policy recommendations include targeted digital infrastructure development and strategic investment in learning systems and emerging technologies to bolster supply chain performance under uncertainty.
  Keywords: organisational learning; supply chain fragility; Granger causality; crisis management; emerging technologies.
  DOI: 10.1504/MEJM.2026.10078172
   
  
• A gendered perspective on entrepreneurship in Kuwait  
  by Mishari Alnahedh, Abrar Ebel, Abdullatif Alrashdan 
  Abstract: This paper investigates the gender difference in entrepreneurial choice in Kuwait. We advance hypotheses of entrepreneurial participation that focus on the effects of different dimensions of an individuals experiences with formal and informal institutions, namely private sector, family business, prior entrepreneurial work, and social networks, and argue that such effects are different between men and women. We test the study hypotheses using a sample of entrepreneurs matched to non-entrepreneurs in Kuwait. Employing coarsened exact matching, logistic regression, and variance decomposition, we find that private sector experience and prior entrepreneurial experience had a greater effect on womens tendency to start their own ventures, relative to men. Conversely, we find that family business experience and the constrained social networks tend to deter womens intention to engage in entrepreneurship. Our research makes theoretical contributions to the gender and entrepreneurship literature and advances policy-making implications for women entrepreneurship in Kuwait and the Middle East.
  Keywords: gender; female entrepreneurs; entrepreneurship; networks; institutions; entrepreneurial choice; Kuwait.
  DOI: 10.1504/MEJM.2026.10078815
   
  
• A relook at the service quality of low-cost airlines: its impact towards word of mouth, customer satisfaction and revisit intention  
  by Chin Fei Goh, Puong Koh Hii, Lisha Chen, Poh Ling Tan, Owee Kowang Tan, Hui Shan Lom, Halimah Mohd Yusof 
  Abstract: This study explores the service quality of a low-cost airline in Malaysia and its influence on customer satisfaction, word-of-mouth, and revisit intention. A convenience sampling technique was applied to collect data from 669 participants via self-administered online questionnaires. The data was then analysed using the partial least squares structural equation modelling (PLS-SEM) technique. The results show that, among the five characteristics of service quality, tangibles and assurance have a considerable impact on customer satisfaction. Furthermore, empathy profoundly affects word of mouth, whereas assurance markedly influences revisit intention. Moreover, customer satisfaction significantly influences word of mouth and revisit intention, while word of mouth notably affects revisit intention. This study assists low-cost airlines in comprehending the significance of many facets of service quality in improving client happiness and encouraging plans to revisit.
  Keywords: customer satisfaction; low-cost airlines; revisit intention; SERVQUAL; word of mouth; WOM.
  DOI: 10.1504/MEJM.2026.10078850
   
  
• Unpacking the dark side of agile leadership: the mediating roles of team competency and team innovation between abusive supervision and project team effectiveness  
  by Sabir Ali, Usama Waleed Qazi 
  Abstract: This study examines how abusive supervision by project managers influences team effectiveness in an agile environment. Although negative leadership traits have been increasingly studied in project management, specific evidence from agile settings remains limited. Applying the conservation of resources (COR) theory, this research examines the link between PM abusive supervision and critical characteristics of Agile project teams, such as team competency, team innovation, and their contributions towards project team effectiveness. Data were collected from 128 IT projects across major Pakistani cities involving 128 Agile project managers and 384 team members, using a multisource, time-lagged survey approach. Analyses with SmartPLS 4.1 reveal that abusive supervision negatively affects team effectiveness, with this relationship partially mediated by team competency and innovation. The findings highlight the importance of respectful leadership to foster healthier, more sustainable Agile project environments.
  Keywords: abusive supervision; team competency; team innovation; Agile environment.
  DOI: 10.1504/MEJM.2026.10078851
   
  
• Governance, pricing, and value co-creation in ride-hailing platforms: a multi-actor comparative study of Uber and InDrive through the lens of service-dominant logic  
  by Ali Tariq, Nadia Kanwal, Sumaira Shamoon, Saira Altaf, Husnain Shah, Sana Niaz 
  Abstract: This paper focuses on the influence of platform governance on value co-creation in ride-hailing services and contrasts the algorithmic pricing used by Uber and the negotiation framework used by InDrive within the context of service-dominant logic (SDL). Although SDL focuses on the integration of resources between actors, little literature explains how other forms of pricing logic affect the process of co-creation practices on digital platforms, especially in new markets. To answer the gap, qualitative comparative case study was carried out in four big cities of Punjab in Pakistan. Semi structured interviews were conducted with 60 participants comprising of passengers, drivers and brand ambassadors of Uber and InDrive. Thematic analysis demonstrates that governance structures precondition the way actors mobilise the use of the operant resources, which include negotiation skills, autonomy, and judgement of context. Uber has a more predictable pricing algorithm, at the cost of autonomy and fairness, whereas InDrive has a more trusted pricing model, with more user agency, but emotional labour and fluctuating income. These results are relevant to SDL by proving that pricing governance mechanisms influence the dynamics of resource integration and co-creation, potentially insightful to platform managers and policymakers working in emerging markets.
  Keywords: service dominant logic; platform governance; value co-creation; ride hailing services.
  DOI: 10.1504/MEJM.2026.10079456
   
  
• Impact of green employee empowerment on green creativity: serial mediation of psychological green climate and employee green commitment  
  by Zainab Amir, Mehwish Iftikhar, Bilal Latif, Yasmine Muhammad Javaid Iqbal 
  Abstract: This study investigates the impact of green employee empowerment on green creativity, examining the serial mediation of psychological green climate and employee green commitment. Data were collected from 226 knowledge workers in Pakistans oil and gas, fertiliser, and textile manufacturing industries. Partial least squares-structural equation modelling (PLS-SEM) was used for analysis. Results highlight that green employee empowerment positively influences psychological green climate, which in turn enhances employee green commitment. Employee green commitment was also positively related to green creativity. The study confirms the serial mediation linking green employee empowerment to green creativity and identifies green employee empowerment as a significant predictor of green creativity. As one of the initial studies in this area, it opens avenues for future research by validating these causal relationships.
  Keywords: green employee empowerment; psychological green climate; employee green commitment; green creativity; oil and gas; textile; fertiliser.
  DOI: 10.1504/MEJM.2026.10079810
   
  
• Fostering green innovation in fertiliser industry: nexus of leadership, psychological climate and green human resource management  
  by Asra Faheem, Zubair Nawaz, Aqsa Jalil, Saeed Yaqoob 
  Abstract: Due to environmental challenges across the globe, organisations are devising strategies and policies to support green innovations. This research aims to inspect the role of green human resource management (GHRM) on green innovation in the presence of psychological green climate (PGC) as a mediator. Further, it also explores the moderating role of green transformational leadership (GTL) between GHRM and PGC. Quantitative research methods were used, and data were collected from 287 employees of fertiliser manufacturing companies listed on the Stock Exchange of Pakistan. Findings suggest that GHRM enable employees to have psychological perception about the importance of sustainable objectives which eventually lead to green innovations in the fertiliser industry. Results do not support the moderation of green transformational leadership. Development of green products and processes through GHRM and psychological green climate eventually aids the fertiliser sector in achieving sustainable advantage leading towards socio-economic development in the country.
  Keywords: green human resource management; GHRM; psychological green climate; PGC; green innovation; green transformational leadership; GTL; fertiliser industry.
  DOI: 10.1504/MEJM.2026.10079853
   
  
• Green marketing and green customer citizenship behaviour: a TPB-based model of mindfulness and green leadership  
  by Sumaira Shamoon, Arfa Tayyab, Ali Tariq, Sana Niaz, Haji Hussnain Shah, Muhammad Irfan 
  Abstract: The environmental deterioration has compounded the necessity to comprehend the contributors to sustainable behaviour, which places green marketing as a key mechanism in driving pro-environmental behaviours. Based on the theory of planned behaviour (TPB), the research will explore the effect of green marketing on the green customer citizenship behaviour (GCCB) in the Pakistani textile sector, with mindfulness as a mediator and green leadership as a moderator. A structured questionnaire was used to collect data from 350 respondents and analyse the data in PROCESS Macro Models 4 and 1 in SPSS to evaluate direct and indirect effects and interactions. The results indicate that green marketing has an important impact in increasing GCCB through attitudinal assessment and normative sustainability. Mindfulness mediates this correlation by promoting cognition and self-regulation, which translates intentions into action. Moreover, green leadership moderates the relationship to strengthen sustainability-oriented social norms, which enhances the efficacy of green marketing when leadership support is high. This study expands TPB by incorporating internal cognitive processes with external contextual factors. The results offer practical insights for organisations to design credible sustainability campaigns and foster leadership-driven environmental cultures, while contributing to a deeper understanding of sustainable behaviour in emerging economies.
  Keywords: green marketing; green customer citizenship behaviour; mindfulness; green leadership; theory of planned behaviour; TPB.
  DOI: 10.1504/MEJM.2026.10080137
   
  
• Unveiling the power of dynamic analytical capabilities: a gateway to enhanced customer value and innovative performance in Irans startup scene  
  by Narges Hazari, Arezoo Taghavy, Milad Hooshmand Chaijani 
  Abstract: This study delves into the dimensions of dynamic analytical capabilities, specifically business intelligence and analytics (BI&A) sensing capability, BI&A seizing capability, and business process change capability (BPC), and their impact on anticipating customer value and innovative performance within Irans startup ecosystem. This study analyses data from 342 respondents collected via a survey questionnaire, using structural equation modelling-partial least squares (SEM-PLS) with Smart PLS software. The findings reveal that while all dimensions of dynamic analytical capabilities positively influence anticipating customer value, the impact of BI&A sensing capability on innovation performance is not conclusively supported. This study underscores the critical role of dynamic capabilities (DC) in enhancing customer value anticipation, thereby bolstering innovation performance and competitive advantage for startups. It contributes to the literature by elucidating the interplay between dynamic capabilities, customer value anticipation, and innovation performance, emphasising the pivotal role of BI&A as a catalyst for organisational transformation and success.
  Keywords: dynamic analytical capabilities; customer value anticipation; innovative performance; startups; Iran.
  DOI: 10.1504/MEJM.2026.10080437
   
  
• Moderating role of leadership consideration on knowledge management and employee performance in the banking sector  
  by Gabriel Obasi Chidozie Udu, Friday Ogbu Edeh, Blessing Friday Edeh, Desmond Oben Neji, Kevin Chukwuoyims Egwu, Kelechukwu C. Ozor, Ogwu Victoria Onya, Ogbonnaya Eze Nweze, Emeka Alex Akwaeze 
  Abstract: The performance of employees in Nigerias deposit money banks has been a major issue facing many organisations today, which is caused by the insufficient implementation of knowledge management practices, as well as inadequate leadership consideration of the managers. It is based on this premise that this study investigated the role of leadership consideration in the relationship between knowledge management and employee performance in the Nigerian banking industry. A quantitative cross-sectional design was employed, where a sample of 242 management employees was selected from a target population of 650 using a structured questionnaire. Analysis was done with partial least squares structural equation modelling (PLS-SEM) with SMART-PLS 4.1. The results indicate that knowledge management has a significant relationship with employee performance, while leadership consideration moderates the relationship between knowledge management and employee performance.
  Keywords: knowledge management; leadership consideration; employee performance; banking sector.
  DOI: 10.1504/MEJM.2026.10081077
   
  
• The role of cultural intelligence in regulating heuristics for effective project risk identification and decision-making  
  by Sidra Zahid, Barirah Zaufishan, Muhammad Usman, Shahab Aziz 
  Abstract: This study investigates the impact of heuristics on identifying risks in project decision-making, emphasising the mediating role of cultural intelligence (CI). Data were collected from 248 respondents using a quantitative, cross-sectional design. The survey instrument was adopted and adapted from existing literature, and the data were analysed using SPSS and SMART-PLS. The results indicate that heuristics improve risk identification and that cultural intelligence augments intuitive decision-making. The study emphasises the relationship between heuristics and risk, which, although theoretically distinct, are practically connected. It focuses on the neglected intersection of intuition, cultural intelligence, and rationality, in contrast to previous research that broadly addresses threats. The findings provide vital insights for project teams to enhance risk identification strategies and offer equitable methods for employing heuristics in project risk management.
  Keywords: heuristics; risk identification; decision making; cultural intelligence.
  DOI: 10.1504/MEJM.2026.10081090
   
  
• Unmasking the hidden costs of leadership imposterism: how knowledge hiding undermines employee thriving at work  
  by Hina Amin, Wasim Abbas, Muhammad Azam 
  Abstract: The positive side of leadership has received much more attention in the literature. However, limited attention has been given to the leaders internal psychological changes. This study examines leaders internal psychological challenge imposterism and its impact on employee thriving through knowledge hiding, as a key mediating mechanism. Using social exchange theory as a theoretical lens, this study hypothesises that leader imposter fosters a negative exchange environment, triggering knowledge-hiding behaviour among employees and thereby negatively affecting employee thriving. To investigate this, 350 service-sector employees were sampled. The results show that leader imposter increases knowledge hiding and negatively impacts employee thriving. Also, the analysis shows partial mediation between leader imposter and thriving at work. This study contributes to leadership literature by revealing the negative side that can cascade into employees outcomes and by offering theoretical and practical implications for reducing knowledge hiding and promoting thriving at work.
  Keywords: leader; imposter; knowledge hiding; thriving at work.
  DOI: 10.1504/MEJM.2026.10081134
   
  
• How ethical leadership enhances performance and reduces turnover intention: the mediating role of employee well-being  
  by Tazish Musaddiq, Sobia Jamil, Iqra Rashid, Maria Amber Hashmi 
  Abstract: Current research on ethical leadership has primarily examined its ability to foster positive organisational behaviour, but has not extensively explored its secondary effects on key employee outcomes. This study examines the impact of ethical leadership on employee performance and turnover intention, with employee well-being acting as a mediator. Based on social learning theory, we propose that ethical leaders create psychologically safe environments that encourage employees to adopt ethical behaviours, thereby improving performance and reducing turnover intention. A structured 24-item online survey was distributed in two waves across Pakistans public organisations (i.e., public banks and the Pakistan telecommunication sector), yielding 142 valid responses through probability sampling, specifically simple random sampling. SmartPLS 4 was used to perform partial least squares structural equation modelling (PLS-SEM) on the data. The results indicate that there is a positive relationship between ethical leadership and employee well-being, which positively influences employee performance while negatively impacting turnover intention. Both associations are completely mediated by employee well-being. However, the cross-sectional study does not provide causal evidence. This research provides empirical evidence that ethical leadership plays a vital role in generating positive employee outcomes in emerging market contexts.
  Keywords: ethical leadership; EL; employee performance; EP; employee well-being; turnover intention; social learning theory; SLT.
  DOI: 10.1504/MEJM.2026.10081175
   
  
• Identity-driven fashion experiences, destination identification and loyalty: evidence from Thai tourists in Japan  
  by Dang Khoa Nguyen, Armaj Sombunjaroen 
  Abstract: This research examines how cultural-identity shopping motivation and fashion shopping experiential value influence outcomes in foreign tourism destinations, using symbolic consumption and experience value as lenses. It analyses the impact of cultural identity and shopping motivation on fashion-based destination identification, shopping experience value, and destination loyalty. It involves an online survey of 241 Thai tourists with prior shopping experience in Tokyo for fashion and cosmetics. Data analysis included confirmatory factor analysis, structural equation modelling, multiple regression, and multidimensional scaling. Findings indicate that cultural-identity shopping motivation positively affects both destination identification and shopping experience value, thereby increasing destination loyalty. It also directly influences destination loyalty. Perceptual mapping revealed varied tourist perceptions of Tokyos fashion districts, highlighting the importance of identity-driven consumption in fashion-oriented tourism. The findings advance destination loyalty research by demonstrating that identity-aligned fashion consumption functions as a cognitive mechanism of self-destination congruence that shapes loyalty formation.
  Keywords: fashion tourism; identity-based consumption; destination identification; experiential value; destination loyalty; reference influence group; Japan.
  DOI: 10.1504/MEJM.2026.10081538
   
  
• Leading with integrity: unpacking the influence of ethical leadership on employees ethical learning via affective commitment  
  by Arqam Javed Kayani, Ahmed Abdul Hameed, Maria Rasheed, Muhammad Haseeb Shakil, Muhammad Waqas, Syed Raza 
  Abstract: The fact that there are high-profile corporate failures shows that organisational learning is not necessarily ethical. To fill this gap, this paper will examine how ethical leadership can be used to promote ethical learning, the acquisition of skills, and decision-making to actively safeguard the interests of stakeholders in an emerging economy. Based on the social exchange theory, we suggest that the correlation between ethical leadership and ethical learning passes across affective commitment to supervisors, which means that the employees feel attached and identified with their ethical leader. A total of 487 employees in 26 dental and surgical manufacturing companies in Pakistan were used to collect the data with a three-wave and time-lagged survey. The structural equation modelling supported the fact that ethical leadership is positively associated with ethical learning. Most importantly, this relationship is mediated by affective supervisor commitment to some extent. The research provides new theoretical explanations of learning ethicality and a direct practical requirement of managers to increase the ethical behaviour of employees through emphasis on ethical role-modelling and emotional loyalty.
  Keywords: ethical leadership; affective supervisor commitment; ASC; ethical learning; emerging economy firms; social exchange theory.
  
  
• Packaging aesthetics, perceived quality and purchase intention: a study of perfume consumers in Oman  
  by Zaheer Ahmed Khan, Hyder Kamran, Aryaty Binti Alwie, Ishfaq Ahmed, Umar Safdar, Zeeshan Asim 
  Abstract: The aim of the current study is to investigate the impact of package aesthetic elements (packaging design, material and typographic) on customer perfume purchase intentions, both directly and indirectly (via perceived quality). Data were collected using survey questionnaire and all in all 347 responses were found suitable for study. The results revealed that packaging design and typography influenced the purchase intentions both directly and through perceived quality. Packaging material, on the other hand, proved to be a stronger predictor of quality which further enhances purchase intentions. Packaging material also proved to be only indirectly linked with purchase intentions and have stronger predictive ability. The study offers some valuable insight from an Arab country, where the packaging is an important predictor of purchase intentions via quality perceptions. The study demonstrates how packaging aesthetics are valued by the customers.
  Keywords: packaging; design; aesthetics; consumer behaviour; quality.
  DOI: 10.1504/MEJM.2027.10081770
   
  
• The mediating impact of organisational performance in the relationship between organisational culture and total quality management in private hospitals in Yemen  
  by Samah Motlak Al-Sufi, Akram M. Alarshani 
  Abstract: This study examines the mediating role of organisational performance (OP) efficiency, effectiveness, and customer satisfaction in the relationship between organisational culture (OC), represented by values, beliefs, and expectations, and total quality management (TQM), which includes top management commitment, customer focus, continuous improvement, human resource focus, and information technology, in private hospitals in Yemen. A quantitative approach was employed using descriptive and analytical methods. Data were collected from management levels in private hospitals in the capital through a randomly selected sample, using questionnaires as the main tool. Statistical analysis was performed using SPSS v26, and structural equation modelling (SEM) was conducted through AMOS v21. Findings indicated a well-fitting model and confirmed that OP partially mediates the relationship between OC and TQM. The study recommends strengthening top management commitment, enhancing organisational performance, maintaining up-to-date technology, providing continuous training, and reinforcing organisational culture to support TQM achievement.
  Keywords: organisational culture; organisational performance; total quality management; TQM; Yemen.
  DOI: 10.1504/MEJM.2027.10081857