With the high demands on research ou tputs, academicians are under pressure to cope with their teaching responsibilities as well as other managerial and administrative responsibilities that may affect their in role and extra role performance. Four hundred and thirty one (431) academicians fr om twen ty (20) Malaysian public universities were sampled which drawn from a stratified sampling The study examined the factors affecting in role and extra role performance among academicians in Malaysian public universities. There were two (2) propose d affecting factors that being examined; namely job demands as independent factor, perceived job burnout as the mediating factor and religious perso nality as a moderating factor. The job demands, in role performance and extra role performance questi onnaire revised by Bakker (2014), while the perceived job burnout questionnaire by Demerouti (2010) and religious personality questionnaire by Krauss (2007) were adopted and adapted. The Job demands resources theory of burnout guided the study through a q uantita tive research design. Data were analysed using SPSS 23.0 and AMOS 23.0 approaches of structural equation modelling t o test the hypothesised model. The findings of this study largely supported the hypothesised relationships proposed in the theoreti cal mod el especially the mediating effect of perceived job burnout between job demands towards in role and extra role performance. The study concluded that all research objectives were successfully answered and achieved. Future studies applying the propos ed mode l are therefore recommended to be conducted at the institutions of higher learning across Malaysia in order to verify these findings.
When a hotel firm loses their existing customers, the organization needs to draw new customers. This is to maintain their market share in the industries. However, in order to attract and capture new customers, it may need higher cost on advertising and promotional activities. Brand preference is generally used to quantify the effect of brand equity that will lead to brand awareness and customers brand loyalty. Therefore, this research is conducted to examine how co-creation corporate social responsibility (CSR) influence brand preference sustaining strategy in the hospitality industry. The study involved three main variables to distinguish the effect of environment, society and stakeholders (CSR) base program on consumer brand preferences. This research is conducted at one of the hotels in Kuala Lumpur City. The scope of the research focusing on the impact of co-creation (CSR) programs towards consumer brand preference. The respondents are among the walk-in consumer the hotel. Result of the study found that there is significant impact of the three base (CSR) programs on consumer brand preference in the hotel industries. This study also built up a useful insight to the industry players and (CSR) research to gain knowledge on the future development of co-creation CSR programs which promotes low cost and high impact result.