Islamic and conventional banks differ in basic philosophy and objectives although both perform the same service. This study used cognitive, affective, and conative sequence to examine antecedents and consequences of corporate image of conventional and Islamic banks in Pakistan. Self-administered questionnaires collected empirical data from 320 respondents. It was found that non-firm communication and corporate social responsibility significantly relate to brand familiarity and corporate image in case of Islamic banks. Brand familiarity significantly builds corporate image, which confirms the cognitive, affective, and conative sequence. Corporate image creates positive brand attitude and intention to use banking services. In case of conventional banks, only firm communication significantly relates to corporate image and brand familiarity. The relationship of corporate image with brand attitude and intention to use the service are similar to Islamic banks. This study can help banks to invest in building respective antecedents which can increase intention to use their services.

Nowadays Employees Work Outcomes is the primary concern of academia of higher education. Hence, to understand this perspective the current study has examined the impact of emotional instability on employees work outcomes (Workaholism, Organizational Citizenship Behavior and Burnout). This study also examined the moderating role of compulsory citizenship behavior and transactional and transformational leadership styles. Sample of the study was faculty members of public and private universities. The sample of 400 teachers were selected from public and private universities of different cities of Pakistan. Emotional Instability Scale by John and Srivastave, Organizational Citizenship Behavior Scale by Smith et al, burnout scale by Ayala Malach Pines and Workaholism Battery by Spence and Robbins were used to measure the study variables. Smart PLS (Partial Least Square) was used for hypothesis testing. Finding of the study showed that there was negative and significant relationship between emotional instability, workaholism and organizational citizenship behavior whereas, there was positive and significant relationship between emotional instability and burnout. Further results demonstrated that transactional and transformational leadership play moderating role in relation to emotional instability and workaholism. Nevertheless, this study will provide insight to develop policies to lowers the level of burnout, and will also help administrators to implement such leadership style that decrease emotional instability and raise performance.

Today workaholism is foremost key challenge face by academia of higher education. Therefore, to understand the perspective of workaholism this study examines the impact of emotional instability on employees work outcomes (Organizational Citizenship Behavior and Burnout) through mediating role of workaholism in public and private universities of Multan. The aim of the study was to recruit at least 400 teachers. Among sample, five hundred structured questionnaires containing six dimension were distributed, out of which four hundred were used for analysis. Smart PLS (Partial Least Square) was used for hypothesis testing. Finding of the study shows that there was negative and significant relationship between emotional instability, workaholism and organizational citizenship behavior whereas, there was positive and significant relationship between emotional instability and burnout. However, this study will provide support to policy makers to develop such work schedules that will lower the level of burnout in university teachers. This study was conducted only for the university academia in the different city of Punjab for more generalizability for this study can be conducted in whole Pakistan and also for the teachers of secondary schools.

This paper studies the impact of status consciousness on consumer’s purchase intention and brand equity. It also examines the mediating role of brand associations between status consciousness, purchase intention and brand equity. A self-administered questionnaire was developed and data was collected from a sample of 500 female customers. The results support that status conscious consumers develop associations towards the brands and so they intend to purchase those brands, thus raising the brand equity. The results obtained will help the marketers by focusing on developing strong brand associations for luxurious brands for the status conscious consumers. It will also help in developing marketing strategies specifically designed to promote luxurious brands to increase consumer’s purchase intention and brand equity.

This study develops an empirical examination of brand personalities in cellular phone sector of Pakistan as a predictor of customer satisfaction. The purpose of this research is to develop a framework that how brand personality of cell phone can increase the level of customer satisfaction. This study also aims to test the moderating role of demographic characteristics (Gender and Age) in the relationship between brand personalities and customer satisfaction. A sample of 300 cell phone users from 5 cities of Pakistan is selected .Based on the survey of consumers of cell phones; the authors checked the effect of brand personality on customer satisfaction. Moderation Analysis was used to check the moderation effect of demographic characteristics (Gender and Age) on the relationship between brand personality and customer satisfaction. Results indicated that due to different dimensions of brand personality of cell phones, customer observed massive satisfaction level. So, since customer faced more satisfaction, they signified more intention towards brand. Further, our research also confirmed the moderating role of Customer Age.  This study reveals that when cell phone manufacturing companies invest the human characteristics into their brand so that personality of their brand can develop, their customers can be more loyal towards organization and their level of satisfaction increased. Marketers and Brand Managers must develop marketing and advertisement activities in line with the personality of their cell phone brands.