Objectives: In this study, it is aimed to analyze antecedents of customer loyalty for the case of Nestle Pure Life water brand in Pakistan. Background: Nestle Pure Life water is one of the leading brands in beverage industry ...

In the Islamic banking sector of Pakistan, this study will help us to analyze the effects of intangible resources on extensive competitive advantage. As components of competitive advantage, the marketing related, technological ...

This paper investigates the impact of Instagram Marketing and Email marketing on consumer purchase intention in the Pakistan’s apparel industry. This research proposes a model that shows the individual effect of Instagram ...

The major purpose of this study is to identify the customer exposure towards brand loyalty in restaurant sector of Pakistan. Furthermore, to get an idea that which variables and processes are more important for the cement ...

Purpose The purpose of this paper is to highlight and explain how the use of different variables (five variables discussed in this thesis report) is impacting the customers buying behaviour. Aim is to explore whether the ...

Many apparel brands in Pakistan have a presence on Facebook, social media brand communities, and consumers have social interactive engagement on social networking sites. Therefore, this study analyzes whether Facebook ...

Numerous researchers have focused on studying about the video streaming platforms and the role they play in affecting purchase intention of customers. However, there has been very limited research work performed in Pakistan ...

The paper aims to investigate the relationship amongst the marketing myopia which includes customer orientation, product orientation and competitor orientation with firm’s growth. The substantial impact of marketing myopia ...

This study analyzed the impact of social media marketing activities on brand loyalty of customer trough the mediating role of brand experience in Pakistan. Social media marketing activities which is our independent variables ...

This research is extending the technology acceptance model to examine the gap and investigate the social (peer communication), affective (enjoyment) and cognitive (compatibility) factors affecting attitude and intentions ...