... purchase likelihood. However, these differences do not emerge when a cuteness appeal is absent (a control condition). Further, perceived brand creativeness will mediate this effect. Originality/value The findings of this research contribute to the literature on lay belief of creativity, cuteness...

...Won-Moo Hur; Tae-Won Moon; Jun-Ho Lee Purpose This study aimed to examine the effect of self-efficacy on job performance through creativity. We predicted that exposure to customer incivility and rigid service scripts will moderate the mediating effect of creativity on the relationship between self...