Companies often engage in product and service customization as part of a differentiation strategy, as it represents a source of competitive advantage. However, its effect on customer relationships as well as contingencies for its effective application is not well understood. In Particular, how...

There is a wide perception that consumer satisfaction and brand image leads to purchase. However, there were instances where high satisfaction was not reflected in sales. We propose that culture complements the satisfaction purchase relationship. For this, we investigated the moderating effect...

Many companies and brands are using CSR to enhance the brand image, goodwill, and gain the confidence and trust of the people. This study's aim is to investigate how CSR initiatives got converted into consumer favorable responses. We proposed a theoretical framework, modifying Dedeke's (2015)...

Consumers are no longer merely passive recipients of brand-related information, but rather, act as dynamic participants and co-creators of value, and of brand meaning. Hence the success of a brand is linked in its social capital making social capital and consumer behavior mutually reinforcing....

The purpose of this Research is to propose and test a model to better understand brand equity. It seeks to investigate the effects of this construct on consumers' responses using data from Khaadi consumers from different outlets located in Karachi. Sample size of 409 respondent collected and...

This paper examined the packaging features effecting milk buying behavior. Four packaging features were selected that included nutritional information, price, country of origin, & quality standards, and their impact on milk consumption and purchase behavior is analyzed using Structural Equation...

In Pakistan, tourism industry is growing rapidly but lack of researches and studies contributes in creating gap in understand the role of social media marketing in improving this sector. For this purpose, this research is conducted to investigate and examine the impact of social media...