- University of Lahore, Lahore Pakistan, Lahore Business School, Faculty MemberVirtual University Of Pakistan, Management Sciences, Faculty Memberadd
Nowadays marketing practitioners are more interested to make a lifetime bond with consumers. Previous research studies have shown that brand anthropomorphism enhances consumer brand evaluations in terms of likability, positive sentiments,... more
Nowadays marketing practitioners are more interested to make a lifetime bond with consumers. Previous research studies have shown that brand anthropomorphism enhances consumer brand evaluations in terms of likability, positive sentiments, purchase intentions, and trust in that particular brand. Research reveals that consumers show a favorable attitude toward brands that are anthropomorphized. According to the implicit-personality theory, there are two broad human personalities, one who believes that people have fixed traits ("entity theorists") while others deem that people's personality is malleable ("incremental theorists"). However, less work is done to investigate this brand anthropomorphism-evaluation process in contingency with the personality of consumers. Hence this study aims to examine the role of implicit theory in brand humanizationevaluation phenomena. The results validate the existing research that anthropomorphizing the brands not only enhances consumer attitude towards the brand but also generates more trust and likeliness of purchase. Conversely, study data did not support the proposed hypothesis that the brand anthropomorphizing evaluation process is less positive for entity theorists. Nevertheless, this process remains same for the incremental theorists.
Research Interests:
The aim of this paper is to investigate the interrelationship among intellectual capital, organizational learning capability and market performance in banking sector of Pakistan. Moreover, it also examines the mediating role of... more
The aim of this paper is to investigate the interrelationship among intellectual capital, organizational learning capability and market performance in banking sector of Pakistan. Moreover, it also examines the mediating role of organizational learning capability in intellectual capital and market performance relationship. The primary data was collected from 263 branches of 22 public and private scheduled banks operating in Pakistan. The structural equation modeling results reveal that both intellectual capital and organizational learning capability enhances the market performance. The mediating role of organizational learning capability among intellectual capital and market performance is fully supported. The study has implications for both academicians and practitioners. Theoretically, it contributes in literature by providing a mechanism through which intellectual capital may be translated into market performance. From managerial perspective, this study proposes that the top management of banking sector can enhance their market performance if they use their resources for learning capability along with intellectual capital.
Research Interests:
The ongoing debate to unlock the black box between HRM and performance is yet to be fully concluded. This paper addresses the recent calls by adding three employee outcomes (affective commitment, job satisfaction, and turnover intention)... more
The ongoing debate to unlock the black box between HRM and performance is yet to be fully concluded. This paper addresses the recent calls by adding three employee outcomes (affective commitment, job satisfaction, and turnover intention) as a mediating mechanism in the causal chain from HR implementation level-i.e., the extent of organization's HR practices that are implemented by each line manager-to work performance. Primary data was collected through a self-administrative survey from 200 permanent employees and 82 supervisors/line managers working in four manufacturing firms. The data was analyzed using SPSS process macros and AMOS. The results reveal that line managers HR implementation level increases work unit performance. Furthermore, an elevated level of HR implementation enhances employees' affective commitment and job satisfaction and reduces their turnover intention and mediating role of these employee outcomes is fully supported by our data. The paper advances the strategic HRM research and contributes by providing a new mechanism to unravel the complexity of HRM-performance linkage debate.
Research Interests:
This paper attempts to understand the linkage of dividend decisions and investors' perceptions within the context of the Pakistani corporate sector. It is intended to proffer new evidence for designing dividend policies that satisfies... more
This paper attempts to understand the linkage of dividend decisions and investors' perceptions within the context of the Pakistani corporate sector. It is intended to proffer new evidence for designing dividend policies that satisfies investors' perceptions. Data are collected from individual investors by using questionnaires to obtain opinions about essential factors, patterns, processes and preferences for cash dividends. Results indicate that stability in the rate of dividend, compatibility with the inflation rate and continuity of dividend payment are the top-ranking factors for investors. Stock dividends are preferred by Pakistani investors if their company is not paying cash dividends, and share buy-back decisions are taken negatively. The theoretical explanation for preferring dividends indicates that Pakistani investors support dividend signaling theory, agency cost, clientele effect, asymmetric information effect, tax effect and rational expectation models. That is why it exhibits a positive relation between dividends and investors' perception. The contributions and recommendations for further studies are also addressed.
Research Interests:
The study advances conceptualization and dimensionality of consumer engagement and validate antecedents and outcomes in the context of social media. The data collected from active members of online brand communities, unveiled that... more
The study advances conceptualization and dimensionality of consumer engagement and validate antecedents and outcomes in the context of social media. The data collected from active members of online brand communities, unveiled that consumers engage with brands and other consumers with brand communities. The study conducted exploratory factor analysis, confirmatory factor analysis and hierarchical regression modelling to validate construct and test proposed hypotheses. Findings of the study exhibit that brand satisfaction, brand identification yield significant relationship with consumer engagement while brand trust turns out to be insignificant. Furthermore, consumer engagement significantly mediates the relationship between brand identification, brand satisfaction and brand loyalty. The study asserts that parsimonious conceptualization of consumer engagement consists of three dimensions: cognitive, affective and behavioral. Contributions of the study are two folds; first, endorse consumer engagement conceptualization and secondly, answer to call for empirical testing of Online Brand Community Engagement Framework.
Research Interests:
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... more
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 of the two properties of brand awareness, i.e., brand recall and brand recognition on actual purchase of the consumers also testing the moderating effect of price consciousness in the relationship between brand recognition and actual purchase. Majority of the respondents for the study were female shoppers at the retail stores as they are the consumers as well as they play an active role in home budgets. Two separate studies were conducted, i.e., for brand recognition and brand recall, and the survey used 175 responses (125 for brand recognition and 50 for brand recall). The results revealed that brand recall and brand recognition have a positive relation to actual purchase. No moderating effect of price consciousness was found. The paper not only adds to the knowledge but is also important for managers in developing their strategies for the right fit between the brand recall and brand recognition being equally important for the actual purchase.
Research Interests:
Consumers have emotional bond with the brands that are closer to their self-concept. The product involvement is consumers’ perception of relevance of a product with needs, goals and consumers’ self-concept. Therefore, the study aims to... more
Consumers have emotional bond with the brands that are closer to their self-concept. The product involvement is consumers’ perception of relevance of a product with needs, goals and consumers’ self-concept. Therefore, the study aims to reconsider the role of product involvement in the association of self-congruence facets and emotional brand attachment. Furthermore, the study investigates the association of self-congruence facets and emotional brand attachment depending upon product type. The study followed a mixed method research approach and involved a focus group study and a survey. Hypotheses testing (through AMOS and Process Macro) indicated that ideal self-congruence yielded substantial influence on product involvement and emotional brand attachment. Whereas, ideal self-congruence direct effect on emotional brand attachment turned out to be insignificant in presence of mediator. Furthermore, the effect of product involvement on emotional brand attachment significantly depends upon product type. The conditional indirect effect of self-congruence facets was stronger for hedonic brands as compared to utilitarian brands. The study contributes to marketing literature by discovering product involvement as processing mechanism between the debate of self-congruence facets and emotional brand attachment. The study is first in nature to investigate the moderating role of product type in the relationship and exploring conditional indirect on emotional brand attachment.