Marketing a product to global consumers is a challenge due to intense competition and consumer biases toward specific country in global market. This paper has been used to address the specific challenge of country made in label in context of ‘Made in China' because China is largest...

Purpose: Brand effect is an important source of innovation performance, but rarely any study in the past has paid attention to explore the way firm innovation activities transform into brand effect. The purpose of this paper is to investigate how firm innovation activities transform into brand...

Purpose: The purpose of this paper is to investigate the role of business analytics and environmental orientation toward green innovation and green competitive advantage. In addition, the study aims to explore the mediating role of green innovation in the impact of business analytics and...

The study investigates the short-run and long-run relationship between oil price fluctuation and real sector growth in Pakistan. Four major sectors of the economy (Manufacturing, electricity, transport and communication, and livestock) were analyzed to find any relation. Similar studies can be...

The study investigates the short-run and long-run relationship between oil price fluctuation and real sector growth in Pakistan. Four major sectors of the economy (Manufacturing, electricity, transport and communication, and livestock) were analyzed to find any relation. Similar studies can be...

The purpose of this article is to study consumer innovativeness and to explore various consumer motivations behind adoption of innovation. Consumers may have different motivations behind adoption of an innovation. Most of the researchers researched different categories of consumer needs which...

This paper discusses the impact of Publicity and Sponsorship on Brand Equity. Data were collected via a questionnaire distributed to almost all big cities of Pakistan among educated persons/university students. Hierarchical regression analysis of data from 200 respondents was used to test two...