http://hdl.handle.net/123456789/11986 2026-10-22T18:36:34Z 2026-10-22T18:36:34Z Murtaza Arif, 01-321251-035 http://hdl.handle.net/123456789/21879 2026-10-21T04:37:38Z 2026-01-01T00:00:00Z

How Brand and Positioning Can Improve Organizational Awareness Murtaza Arif, 01-321251-035 This research project investigates how strategic brand management and brand positioning can significantly improve organizational awareness, with a focused case study on Engro Corporation Limited one of Pakistan's most diversified and prominent conglomerates. Despite its substantial operational footprint across fertilizers, foods, energy, petrochemicals, and telecommunications, Engro's overarching corporate brand remains underappreciated in public consciousness relative to its subsidiary brands such as Engro Foods and Engro Fertilizers The study adopts a qualitative research methodology, drawing on secondary data sources including published annual reports, marketing literature, corporate communications, and peer-reviewed academic journals. The conceptual framework integrates Keller's Brand Equity Model, Asker‘s Brand Identity System, and Kapferer's Brand Identity Prism to analyse Engro's current brand architecture and positioning strategy. Key findings reveal that Engro Corporation's fragmented brand architecture and subsidiary-focused communication strategy have diluted its corporate brand awareness. The research demonstrates that a unified corporate branding approach, supported by consistent positioning narratives, digital brand management strategies, and integrated marketing communications, can substantially elevate organizational awareness among consumers, investors, employees, and policymakers. The project concludes with a strategic action plan recommending brand consolidation, the development of a corporate brand identity platform, investment in digital presence, and stakeholder specific brand engagement programmers. These recommendations carry significant managerial implications for Engro Corporation's long term brand equity, investor relations, talent acquisition, and social license to operate. Supervised by Ms. Izza Shehzad

2026-01-01T00:00:00Z Muhammad Sami ul Haq, 01-321251-020 http://hdl.handle.net/123456789/21888 2026-10-21T05:57:02Z 2026-01-01T00:00:00Z

The Impact of Perceived Sustainable Marketing on Brand Image and Sustainable Purchase Intention: The Moderating Role of Environmental Concern in Pakistan’s FMCG Sector Muhammad Sami ul Haq, 01-321251-020 Purpose: The proposed study used empirical research to examine the psychological processes connecting Perceived Sustainable Marketing (PSM) to consumer behavioral outcomes. In particular, it focuses on the moderated mediation process where the Brand Image (BI) mediates the connection between PSM and Sustainable Purchase Intention (SPI), and this mediating effect depends on the extent of the Environmental Concern (EC) of a specific individual. Design/Methodology/Approach: This research used quantitative research design that involves a cross-sectional survey that was conducted on a sample of consumers. Partial Least Squares Structural Equation Modeling (PLS-SEM) is used when analyzing data. PLS-SEM is the option of choice because it is suitable to test challenging models that include both latent variables and the capability to test both the measurement model (reliability and validity) and structural model (hypothesized relationships) and mediation and moderation effects. Originality/Value: The study adds to the body on sustainable marketing by formulating and experimenting with a conditional integrated process model. It goes beyond the determination of direct effects to clarify how (with the help of BI), and who (tamed by EC) PSM is converted into purchase intentions. These complex interactions are well methodologically validated using the application of PLS-SEM. In practice, the results provide managers with practical knowledge on how to segment the market according to the environmental values and develop specific communication strategies that will positively shape the image of the brand to achieve sustainable consumption. Results and Conclusion: This study is an empirical validation of the SOR model in the sustainable marketing domain, which demonstrated that the direct effect of PSM on BI, indicated by p = 0.000, was accepted, which showed a strong direct effect. Additionally, the direct effect of BI on SPI p = 0.000, indicating strong direct effect and was accepted. The indirect relationship of BI to PSM and SPI is supported by p = 0.000. The moderation effect test shows a p value of 0.810 which is rejected. In general, the effects of direct and indirect are supported, except for the moderation hypothesis. The findings emphasize the importance of developing BI instead of segmenting consumers on the basis of their EC for practitioners and managers. Effective sustainable marketing needs to create a positive BI and then lead to SPI. Supervised by Dr. Rao Muhammad Rashid

2026-01-01T00:00:00Z Shamsa Shahzad, 01-322241-014 http://hdl.handle.net/123456789/21887 2026-10-21T05:39:22Z 2026-01-01T00:00:00Z

How Café’s visual Identity Influences Customer Choice with Moderating Role of Social Media Exposure: A Case Study of Cafés in Islamabad Shamsa Shahzad, 01-322241-014 The cafe market in Islamabad has experienced a sudden change, as the traditional cafe shops have changed into the experiential lifestyle cafes where visual appeal is the main competitive advantage. In spite of this market development, empirical studies of the causal nature between the use of visual identity of cafes and consumer behavioral outcomes are limited in non-Western and emerging urban settings like Pakistan. This paper presents quantitative research on how brand positioning based on aesthetics influences brand perception and customer preference among Islamabad young urban consumers. The study is based on an integrated theoretical approach which is a combination of Customer-Based Brand Equity (CBBE) model by Keller (2013), Sensory Marketing Theory by Krishna (2012) and Halo Effect by Thorndike (1920) and utilized a cross-sectional, quantitative survey design to analyze the results of 300 young consumers aged 18 to 35 years. The results showed that each of four visual identity elements, such as interior design, colour scheme, lighting, and social media imagery had a positive and significant influence on brand perception, and social media imagery had the most significant impact (0.36). Customer choice was closely predicted by brand perception (0.69) and the most significant dimension was the emotional appeal. The Halo Effect was supported as brand perception completely mediated the relationship between every visual identity component and customer choice. The visual identity-brand perception interaction with interior design, lighting and social media imagery was moderated by social media exposure, which enhances the effect of consumers of high social media exposure. The model was able to explain the variance in brand perception (52 percent) as well as customer choice (48 percent). The research adds to the marketing literature by combining three theoretical ideas into a validated model, breaking down visual identity into managerial actionable items, applying the CBBE model to an up-and-coming South Asian economy, and showing the moderating effect of social media exposure. Practical implications imply the ideas that owners of cafes ought to focus on investing in the social media visuals and interior design, design to appeal to emotions, integrate physical and digital spaces, and brand perception as an important key performance indicator. Supervised by Mr. Adil Hashmi

2026-01-01T00:00:00Z Zain Ul Abideen Javed Bhatti, 01-221251-013 http://hdl.handle.net/123456789/21883 2026-10-21T05:13:43Z 2026-01-01T00:00:00Z

The Impact of Digital Payment Convenience and Security on Satisfaction: Mediating Role of Customer Experience Zain Ul Abideen Javed Bhatti, 01-221251-013 Purpose – The research focus on investigating the effect of digital payment convenience (CV) and security (SEC) on customer satisfaction (CS), mediated by customer experience (CE). The research is based on the Technology Acceptance Model (TAM) and Service Quality Satisfaction that examines the impact of technological characteristics on the post-adoption results through experience aspects. Design/Methodology – The approach used in this study is a quantitative method which aims to study about the effect of convenience and security on customer satisfaction with the mediation of customer experience in a digital payment platform. A structured questionnaire was used to gather data from 200 respondents who are the users of various digital payment services. Partial Least Square Structural Equation Modeling (PLS-SEM) was used for analysis of the proposed research model as it allowed the examination of direct and indirect relationships between the study variables. The approach offers a holistic assessment of the role of convenience and security in customer experience and customer satisfaction in the digital payment environment. Findings – The results show that convenience and security are important factors and have positive effects on customer experience. Customer experience also has a significant positive impact on customer satisfaction, and is the most significant predictor of satisfaction among the variables analyzed in the study. Besides, customer experience plays a significant mediating role between convenience and customer satisfaction and security and customer satisfaction. The findings suggest that when consumers think digital payment platforms are easier to use and more secure, they are more satisfied with the platforms, ultimately improving their overall payment experience. All hypotheses proposed are confirmed, and the importance of customer experience in bringing convenience and security benefits to improve customer satisfaction is highlighted. Implications – The study also has theoretical, managerial and practical implications as it shows how convenience and security are important factors that influence the customer experience and customer satisfaction in digital payment platforms. The results further validate TAM 2 and SQS by demonstrating the importance of customer experience as a mediator between the attributes of digital payment and customer satisfaction. The findings are relevant for managers and practitioners as they highlight the value of offering easy, safe and intuitive payment options to boost customer satisfaction, trust and loyalty, and improve long-term customer retention. Originality/value – This study allows bringing together the technological and experiential viewpoints on consumer behavior in digital finance, which further contributes to the better comprehension of this topic and provides practical insights on how financial institutions and FinTech providers can improve the quality of services, trust, and user satisfaction. Supervised by Dr. Awais Mehmood

2026-01-01T00:00:00Z