This study aims to examine the macroeconomic and bank specific predictors of Credit Risk (NPL) and their relevant degree of impact on banks in Pakistan. For bank variables a sample of big 10 banks has been taken from 2009 to 2018. For macro-economic variables sample of 2009 to 2018 has been taken from the world bank. As financial institutions play their role to support industries and alleviate poverty in a country, this study checks the effect of banking variables as well as the economic variables on the credit risk of banks by taking industrial sector growth as a moderator. The study found that NPLs are negatively associated with Lending interest rate, Bank investment, Capital adequacy ratio, Domestic credit to private sector, Financial depth and GDP growth while positively associated with Lending capability, Return on equity, Interest spread and Liquidity Ratio. The moderation effect of Industrial sector growth on the relationship of Lending Capability and NPLs is found to be strengthening the relationship.

The online brands in Pakistan are facing brand loyalty issues as the market is new and emerging for Pakistani consumers. The less satisfaction of consumers with different operations of online businesses is the fundamental reason for this loyalty challenge. The purpose of this study is to identify different factors that are contributing to the brand loyalty of online businesses in Pakistan. The Likert scale questionnaire was used to collect data from the Pakistani people with a random sampling technique. The Partial Least Square (PLS) method is used to test the relationship between different variables of the study. The study highlights that effective payment method, low distribution charges and low transit time has key responsibility for brand loyalty of the Pakistani customers with moderating role of effective management. The study is a contribution to literature and knowledge as the framework of the study contains significant variables. The practical implications of this study would provide a way for online businesses in Pakistan to develop brand loyalty.