This research aims at identifying the approaches used by microfinance banks in managing creditrisk. Furthermore, it aims at examining the applicability of introducing the element ofconsultancy (consultant) in the equation to reduce credit risk. Primary data were used, whichwere collected through...

Objective of this research paper is to understand if mobile and mobile advertising is perceived to be useful by the consumers in the persuasive communication process. Usage of mobile devices and mobile advertising by marketers and advertisers alike is increasing to reach out to their respective...

The case study aims to highlight the importance, process and framework of the Capstone Project Course (Experiential Learning) that has been initiated by Institute of Business Management (IoBM). The case provides detailed analysis of how the Project is executed by the students under the guidance...

Celebrity endorsement is a common practice adopted by companies throughout the world. This practice is increasing more and more now even for the technology industry. Companies use celebrity endorsement to influence consumer purchase intention by improving their brand image in the minds of the...

Several past research studies have been done on country of origin and consumer ethnocentrism, however, many issues in this domain still remain unsolved (Dmitrovic & Vida, 2010). One of those issues is the empirical exploration of consumer choices in the emerging markets like Pakistan, where...

Due to cluttering in advertisements, firms are unable to communicate effectively with potential customers forcing them to use the celebrity endorsement strategy. This paper aims to examine the effect of celebrity endorsement (i.e. attractiveness, credibility and product match-up), perceived...

In the present competitive era, it has become difficult for organizations to attract and retain talented employees. In view of this constraint many organizations have adopted the employer branding concept in organizations. However, it has been found that multinationals and large business...

This research study aims at learning which type of business models is applicable for online grocery shopping in Pakistan. Qualitative research methodology has been used for the purpose of this research. Through extensive literature review a conceptual framework has been devised. It was found...

Since competition is getting intense in all consumable products in Pakistan, physical attributes of products now lack sustainability because they can be copied easily. What the firms now require is to create differentiation not only on physical attributes rather it should touch the psychology of...