This study examines the impact of retail services quality and selling behavior on customers’ satisfaction, trust, and store loyalty in case of high involvement products such as consumer electronics/home appliances in the context of Pakistan. The data was collected from 377 customers who completed the survey online. Respondents were particularly asked if they had any experience of buying such items recently and keeping in mind the purchase experience, rate the scale items accordingly. Factor analysis and multiple regression analysis were used for model testing. The study results show that store service quality and selling orientation strategy both have a significant impact on customer satisfaction, trust and store loyalty intentions. The study also involves the mediation analysis, satisfaction‐trust serving as mediator factor between two IVs (service quality and selling behaviors) and DV (store loyalty intentions). Results show that services quality and selling behaviour both have significant influence on store loyalty intentions. Further, satisfaction‐trust mediates the relationship between variables. The indirect path is significant which proves that satisfaction‐trust mediate the relationship between store attributes and consumer buying behaviour. The study has significant implications for multiple retail channels that can incorporate retail service quality and selling behaviour strategy (relational selling & consultative selling) to differentiate the retail brand services. Retailers of high involvement products category heavily relying on the selling skills and behaviour of salesperson/employee, can benefit from the study to implement retail brand positioning strategy.

This paper designs a 2x2-experiment research model within the subjects to analyze the effects of the “Islamic” bracketed brand name vs ordinary brand on consumer’s behavioral outcome-perceived quality and purchase intentions in the food industry of Pakistan. Islamic branding is a growing phenomenon and a large number of retailers in Islamic countries are using the word “Islamic” in brand design strategies. Two-way ANOVA for factorial analysis of variance is used with help of SPSS. The research findings reveal that Islamic origin brand names have a positive and significant impact on the perceived quality of products and consumer purchase intentions. Findings have important implications for retailers and SME businesses in Islamic countries in the brand-building process.

The purpose of this study is to investigate how CSR initiatives of company influence customer brand choice. This research primarily deals with how CSR initiatives of the firm effects consumer buying behavior and purchase criteria in different product categories. The study provides a solution to effectively link CSR with elements of brand equity. Specific research objectives include: (1) evaluating consumer understanding of CSR concept; (2) CSR influence on consumer brand choice in low involvement and high involvement product categories; (3) CSR effects on different elements of brand equity. This study establishes theoretical framework, research design, interpretation of results and finally proposes a model for effective CSR initiatives in line with customer involvement level with a product. Quantitative research method-a survey is used to collect data. The questionnaire was derived based on Christopher A. Noe, using 5-point Likert scale.The sample size is 57 students of business studies from two main universities in Latvia. Descriptive and inferential statistics are used to analyse the data. Results indicate that CSR initiatives have significant influence on customer brand choice in case of high involvement products and little influence on customer decision in case of low involvement products. Results also indicate that CSR has positive effects on some elements of brand equity, while little or no effects on others. Consumer perception and evaluation of four different types of CSR initiatives-legal compliance, environmental protection, transparency and participation in voluntary projects vary significantly in their purchase decision. Finally, it is also revealed that some industries in Baltic region have poor corporate image in terms of CSR initiatives. KEYWORDS: CSR and brand equity, CSR effects on consumer buying behavior, CSR and product involvement level; Customer perception of CSR; CSR in Baltic region.

This research paper critically evaluates the key concepts in consumer behavior such as needs, wants, consumerism, self-concept and motivation from Islamic perspective and propose Islamic framework to understand consumer buying behavior. The study uses an integrative review method to synthesize and summarizing the previous literature related to the phenomenon. The content/critical analysis of literature across multiple studies is conducted to summarize and draw the conclusion. The sources reviewed in the paper include holy verses from Quran & Hadith (prophetic narration), peer-reviewed journal articles and other online resources. Findings from content analysis reveals that process of needs and wants satisfaction in Islam is mainly governed by Islamic values, traditions, and principles contrary to rational economic theory. Consumption and satisfaction are broadly lay down on the principles and values derived from Islamic traditions (Quran and Hadith) which are up to some extent contrary to the modern conception of commoditization culture. However, Islamic consumption is meaningful and linked with greater purpose such as well-being, responsibility, moderation, and conservation of resources which equates with the concept of corporate social responsibility (CSR) and sustainability.

The paper aims to explore how SMEs in Pakistan perceive the relative importance of different resource and capabilities and their role in the success of an organization. The study uses Flamholtz model for organizational growth as a framework to explore how important is the resource development for SMEs. Research methods use quantitative survey on the Likert scale 1-5 with sample size (n=21) business owner working as CEO and director of the company. The results reveal that intangible resources such as relationships capabilities play a key role in the success of a business. The SME's future plans to acquire and develop more technological and human resources than physical ones. It is difficult to predict trends and patterns industry-wise for perceived relative importance and future acquisition of resources.