For making actual purchase in any category, the literature suggests that brand awareness plays a vital role. Whereas in existing literature the conceptual properties of brand awareness were less tapped in finding their impact on actual purchase. Therefore, the current study examined the impact...

We examined the effect of incongruence in the areas of worklife (AWL) on burnout of nurses. Specifically, we were interested in identifying the most important AWL and interactions among AWL and psychological resilience in explaining nurses' burnout. Incongruence in the worklife escalates burnout...

Sustaining desired consumer behaviors is challenging for marketers. Organizations adopt various marketing strategies to retain their consumers, yet the role of corporate social responsibility (CSR) in this regard has been generally overlooked. The current study investigates the relationship...