Effect of Offline Parent Brand Dimension on Online Trust, Satisfaction and Loyalty: In Context of Newspaper Industry

Research Article

The shift towards technological era has caused services to adopt technology to increase customer satisfaction. Although much work has been done on offline brand dimension of newspapers and its effect towards website satisfaction, website trust and website loyalty; this paper focuses on how offline brand dimension of newspaper effects website satisfaction, website trust and website loyalty in Pakistani context. The mediating effect of Offline Brand Dimension of newspaper on Website Trust and Website Satisfaction has also been studied in this paper. Offline Brand Dimensions has been studied as a result of four factors which include: Brand Trust, Brand Satisfaction, Attitudinal [...]

Impact of Role Model on Behavioral and Purchase Intentions among Youngsters: Empirical Evidence from Karachi, Pakistan

Research Article

Concept of celebrity endorsement evolved in last few decades and it has strengthened its roots. Companies spend millions of dollar on celebrity endorsement. Marketers are trying to identify the impact of celebrity endorsement on companies' profitability and advertising objectives. The purpose of this research was to investigate the impact of vicarious role model such as showbiz celebrity or sports celebrity on purchase intentions, brand loyalty and positive word of mouth among young adults of Karachi. Structured questionnaire was used to collect data through survey research method and data was collected from 252 students by using convenience sampling technique. Factor analysis [...]

Banking on Corporate Social Responsibility

Research Article

This exploratory study set out to understand the true value of Corporate Social Responsibility (CSR) in the banking sector. Businesses, including banks, actively participate in CSR but the question of value still persists. What does the bank receive in return for participating in CSR? Do banks get more customers as a result of their CSR programmes? Do banks have a better customer retention rate because of their CSR programme? Will customers change banks purely because they disagree with their banks CSR programme? These were some of the issues addressed but due to the small sample size, the findings cannot be [...]

The Impact of Structural Empowerment on Organizational Citizenship Behavior-Organization and Job Performance: A Mediating Role of Burnout

Research Article

The banking sector employees are usually exposed to potential job burnout which impacts their employee performance. This study examined the impact of structural empowerment on organizational citizenship behavior-organization (henceforth, OCBO) and job performance and further examined the mediating effect of job burnout in the relationships of structural empowerment, OCBO and job performance. In this study, data from 282 employees was taken from four banks: both public and private sectors. Two stage sampling technique was carried out to collect data. In the first stage probability cluster sampling and in the second stage convenience sampling was used. Different data analysis techniques like [...]