Lahore Journal of Business最新文献_第3页

The Role of Price and Promotion in Creating Brand Equity 价格和促销在创造品牌资产中的作用

Lahore Journal of Business Pub Date : 2019-03-01 DOI: 10.35536/ljb.2019.v7.i2.a5

Mehvish Mehvish, Sohnia Salman

{"title":"The Role of Price and Promotion in Creating Brand Equity","authors":"Mehvish Mehvish, Sohnia Salman","doi":"10.35536/ljb.2019.v7.i2.a5","DOIUrl":"https://doi.org/10.35536/ljb.2019.v7.i2.a5","url":null,"abstract":"The purpose of this study is to ascertain the influence of price and promotion on brand equity, which eventually leads to the determination of consumer’s preference for a particular brand. This research aims to add value to the current field by testing this relationship under the influence of three other mediating dimensions including the brand image, brand loyalty and quality of the product. In order to test the proposed model, the Structural Equation Modeling technique was used in this study. Within this realm, the CFA and path analysis were used to assess the validity and reliability of the latent constructs. The results of the research revealed that the price and promotion of a particular product have a statistically significant relationship with its brand equity. The results also seem to reject the mediating effect of brand image, perceived quality and brand loyalty between price and brand equity. The relationship of promotion, however, does allow for mediation by the perceived quality of a brand, but rejects the other two hypotheses. A number of researchers in Pakistan have previously conducted research on brand equity, albeit using different predictors in different industries. It must be noted that this proposed model of price and promotion, and its effects on the brand equity has not been thoroughly tested in the Pakistani context. Hence, this study proves to be a preliminary basis for further research on the linkages between price, promotion actions and brand equity","PeriodicalId":439737,"journal":{"name":"Lahore Journal of Business","volume":"2 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131232232","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 2

Influence of Perceived Corporate Social Responsibility on Brand Image, Satisfaction and Trust 企业社会责任感知对品牌形象、满意度和信任度的影响

Lahore Journal of Business Pub Date : 2019-03-01 DOI: 10.35536/ljb.2019.v7.i2.a2

Humyra Dawood

引用次数: 5

Strategic Resources and Firm Performance: An Application of the Resource Based View 战略资源与企业绩效:资源基础观点的应用

Lahore Journal of Business Pub Date : 2019-03-01 DOI: 10.35536/ljb.2019.v7.i2.a3

R. Hussain, A. Waheed

{"title":"Strategic Resources and Firm Performance: An Application of the Resource Based View","authors":"R. Hussain, A. Waheed","doi":"10.35536/ljb.2019.v7.i2.a3","DOIUrl":"https://doi.org/10.35536/ljb.2019.v7.i2.a3","url":null,"abstract":"Under the influence of the framework that defines the Resource Based View, the purpose of this paper is to examine the contribution of the strategic resources (intellectual capital) that create value for the firm. More specifically, we assess the effect of intellectual capital on operating, financial and stock market performance of the firms listed in the personal goods sector of Pakistan Stock Bourse, for the period of 2005 to 2014. The notion of intellectual capital is measured by intellectual capital efficiency, and the “value added intellectual coefficient” method proposed by Pulic (1998), which comprises of capital employed efficiency, human capital efficiency, and structural capital efficiency. The results depict that intellectual capital has a significant, positive effect on operating and financial performance of the firms, while capital employed resources have an insignificant, and mixed effect on operating and financial performance of the firms. This means that the more the firms will accumulate intellectual capital resources, the higher will be their operating and financial performance. Capital employed resources have a significant, positive effect on stock market performance of the firm, and intellectual capital also affects stock market performance, but this relationship is insignificant in nature. The accumulated effect of all the resources (physical & intellectual) shows a positive relationship with the performing areas of the firm in the sector.","PeriodicalId":439737,"journal":{"name":"Lahore Journal of Business","volume":"82 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115041418","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 6

Pay or not to Pay Dividends: Company Policy and Investor Expectations 支付或不支付股息:公司政策和投资者期望

Lahore Journal of Business Pub Date : 2018-09-01 DOI: 10.35536/ljb.2018.v7.i1.a6

K. Khan, Muhammad Mudasar Ghafoor, Muhammad Sheeraz, S. Mahmood

{"title":"Pay or not to Pay Dividends: Company Policy and Investor Expectations","authors":"K. Khan, Muhammad Mudasar Ghafoor, Muhammad Sheeraz, S. Mahmood","doi":"10.35536/ljb.2018.v7.i1.a6","DOIUrl":"https://doi.org/10.35536/ljb.2018.v7.i1.a6","url":null,"abstract":"This paper attempts to understand the linkage of dividend decisions and investors’ perceptions within the context of the Pakistani corporate sector. It is intended to proffer new evidence for designing dividend policies that satisfies investors’ perceptions. Data are collected from individual investors by using questionnaires to obtain opinions about essential factors, patterns, processes and preferences for cash dividends. Results indicate that stability in the rate of dividend, compatibility with the inflation rate and continuity of dividend payment are the top-ranking factors for investors. Stock dividends are preferred by Pakistani investors if their company is not paying cash dividends, and share buy-back decisions are taken negatively. The theoretical explanation for preferring dividends indicates that Pakistani investors support dividend signaling theory, agency cost, clientele effect, asymmetric information effect, tax effect and rational expectation models. That is why it exhibits a positive relation between dividends and investors’ perception. The contributions and recommendations for further studies are also addressed.","PeriodicalId":439737,"journal":{"name":"Lahore Journal of Business","volume":"86 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124147719","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 2

Practicing Market Orientation for Customer Engagement: The Mediating Effect of Personalization and Multi-Channel Marketing 顾客参与的市场导向实践:个性化与多渠道营销的中介作用

Lahore Journal of Business Pub Date : 2018-09-01 DOI: 10.35536/ljb.2018.v7.i1.a1

Saad Shahid, Rida Ayaz

引用次数: 4

Financial Sophistication, Personality and Stock Market Participation: Theory and Evidence 金融成熟度、个性与股票市场参与:理论与证据

Lahore Journal of Business Pub Date : 2018-09-01 DOI: 10.35536/LJB.2018.V7.I1.A3

Muhammad Akhtar, Faqir Muhammad, M. A. Siddiqui

{"title":"Financial Sophistication, Personality and Stock Market Participation: Theory and Evidence","authors":"Muhammad Akhtar, Faqir Muhammad, M. A. Siddiqui","doi":"10.35536/LJB.2018.V7.I1.A3","DOIUrl":"https://doi.org/10.35536/LJB.2018.V7.I1.A3","url":null,"abstract":"In this empirical study, the authors examined the extent to which financial sophistication and personality effects stock market participation. Using archival research methodology, our hypothesis has been tested on a random sample of 451 stock market participants. Moderation has been tested through Andrew Hayes process. Extroversion and openness to experience positively impact stock market participation, while consciousness, agreeableness, and neuroticism have a negative impact. Financial literacy, trading experience and gender are the likely paths by which personality impacts stock market participation. Financial literacy can modify the relationship between some basic personality traits and stock market participation. It shows that behavior finance is not completely predetermined by one’s DNA and also identifies which traits are less influenced by financial literacy. Perhaps this implies that these traits are more predetermined by one’s innate characteristics.\u0000This study provides an interdisciplinary contribution by extending Big Five taxonomy as a viable approach for stock market participation. Future research may investigate the impact of family resources, investment exposure, and parent’s financial literacy, which were beyond the scope of the current study. The theoretical and practical implications of the study with respect to stock market participation are discussed.","PeriodicalId":439737,"journal":{"name":"Lahore Journal of Business","volume":"63 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122894232","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 3

Relationship among Capital Regulations, Risk and Efficiency: Comparison of Islamic with Conventional Banks in Pakistan 资本监管、风险与效率的关系:巴基斯坦伊斯兰银行与传统银行的比较

Lahore Journal of Business Pub Date : 2018-09-01 DOI: 10.35536/ljb.2018.v7.i1.a5

A. Bashir, Arshad Hassan

引用次数: 0

The Role of Consumer Ethnocentrism Propensity and Brand Personality in Purchasing Domestic Products 消费者民族中心主义倾向与品牌个性在国货购买中的作用

Lahore Journal of Business Pub Date : 2018-09-01 DOI: 10.35536/ljb.2018.v7.i1.a4

Imtiaz Ahmad, Hafiz Muhammad Abd-ur Rehman

{"title":"The Role of Consumer Ethnocentrism Propensity and Brand Personality in Purchasing Domestic Products","authors":"Imtiaz Ahmad, Hafiz Muhammad Abd-ur Rehman","doi":"10.35536/ljb.2018.v7.i1.a4","DOIUrl":"https://doi.org/10.35536/ljb.2018.v7.i1.a4","url":null,"abstract":"The current study was designed to observe the impact of consumer ethnocentrism and brand personality on purchase intention, perceived quality and brand trust in the Pakistani clothing market. Famous Pakistani clothing brands were selected to examine the impact of consumer ethnocentrism and brand personality on purchase intention, evaluation of the product and brand trust. 300 questionnaires were distributed to consumers. The response rate was 90%. The sample comprised 52.2% males and 47.8% females. Two-level Structural Equation Modelling using LISREL 8.80 was employed to determine the convergent and discriminant validity. The study has concluded that Pakistani consumers are highly ethnocentric and ethnocentrism strongly affects purchase intention of domestic brands among Pakistani customers. The research found that brand image has a greater effect on purchase intention, perceived quality and brand trust than consumer ethnocentrism. Results also demonstrate that quality, as perceived by consumers, influences purchase intention which indicates that alone, brand personality and consumer ethnocentrism tendencies do not guarantee sales of local brands. This study puts both consumer ethnocentrism and brand personality into one model to access its role on consumer behavior. The results of the research can assist domestic marketers to comprehend the role of consumer ethnocentrism propensity and brand personality in purchasing domestic products, quality perception and building trust among young customers. To the best of the researchers’ knowledge, it is one of the pioneer studies in the context of Pakistan that casts light on the significance of ethnocentrism in evaluating domestic products by contributing to the literature of marketing.","PeriodicalId":439737,"journal":{"name":"Lahore Journal of Business","volume":"29 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131201268","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 2

Brand Loyalty versus Brand Switching: Revisiting the Concept from Young Consumers’ Perspective 品牌忠诚与品牌转换:从年轻消费者的角度重新审视这一概念

Lahore Journal of Business Pub Date : 1900-01-01 DOI: 10.35536/ljb.2019.v8.v2.a5

Aasir Ali, Arshad Khushi Muhammad, Muhammad Shahid Rasheed, R. Lodhi

{"title":"Brand Loyalty versus Brand Switching: Revisiting the Concept from Young Consumers’ Perspective","authors":"Aasir Ali, Arshad Khushi Muhammad, Muhammad Shahid Rasheed, R. Lodhi","doi":"10.35536/ljb.2019.v8.v2.a5","DOIUrl":"https://doi.org/10.35536/ljb.2019.v8.v2.a5","url":null,"abstract":"Over the years, the usage of smartphoneshas burgeoned worldwide. However, it is noteworthy that with this multiplied usage and popularity of smartphones,most of the consumers demonstrateerratic behavior in the selection oftheir preferred brand. Therefore,in order to understand this phenomenon further, this study wasconducted in Pakistan to examine the brand switching behavior of young consumers in the smartphoneindustry.For the purpose of this study, a theoretical framework marks out the relationships between social influence, sales promotion, variety seeking and brand switching. Themethodologyadopted for thisstudy comprised of a quantitative researchdesign,followingapositivistic research paradigm. A sample of 500 young smartphone users from the population of major cities of Pakistan was approached using purposive-sampling method,from which 482 responses were acknowledged. The data was collected via the survey method,following close ended questionnaires. The data was then analyzedby applying the structural equation modeling technique. The research findings filled in theresearch gaps by revealing apositive relationshipbetweensocial influences, variety seekingand sales promotion onbrand switching. However,brand loyalty was found to have a significantunfavorableimpacton these relationships. Brand loyalty weakens the relationship of social influence, variety seeking and salespromotion with brand switching.Hence, the presence of brand loyalty restrictsconsumers from switching theirsmartphone brand due to the influenceof the above mentionedfactors.","PeriodicalId":439737,"journal":{"name":"Lahore Journal of Business","volume":"160 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123104239","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 2

A Study of Customer Orientation and Customer Commitment in the Food Sector of Pakistan 巴基斯坦食品行业顾客导向与顾客承诺研究

Lahore Journal of Business Pub Date : 1900-01-01 DOI: 10.35536/ljb.2019.v8.v2.a1

Muhammad Ahmad, Mirza Ashfaq Ahmed

{"title":"A Study of Customer Orientation and Customer Commitment in the Food Sector of Pakistan","authors":"Muhammad Ahmad, Mirza Ashfaq Ahmed","doi":"10.35536/ljb.2019.v8.v2.a1","DOIUrl":"https://doi.org/10.35536/ljb.2019.v8.v2.a1","url":null,"abstract":"This study examines the relationshipofa firm’scustomer orientations, salesperson customer-orientedbehaviorandcustomer intimacywithcustomer commitment. For the purpose of this study, the interpersonal relationship marketing model and the interpersonal attractioninvestment model are employed to propose the conceptual model. The conceptual model suggests that (1) firm’scustomer orientation positively influencesthe salesperson customer-orientedbehavior;(2) salesperson customer-orientedbehavior positively influences the customer intimacy;(3) customer-orientedbehavior positively mediates between customer orientation and customer intimacy;and (4) customer intimacy actsa positive mediatorbetweenthesalesperson customer-orientedbehavior and customer commitment. Through the course of this study, theproposed conceptual modelswere tested with the data collected from the firm and customer dyads. Moreover, thedata is collected from the food sector ofPakistan. Furthermore, the Smart-PLSis usedto testthestandardized dyadic data sets. Results have providedsubstantial support for the proposedconceptual model. Thereis strong support for the salesperson customer-orientedbehavior,and customer intimacy as mediator. Additionally, the results validate the interpersonal relationship marketing modeland the Rusbult investment modelas well. From a managerial perspective,this study canhelp organizational policy makersto understand the importance of salesperson behavior,and customer emotions for a long-term relationshipwith the targetedcustomer of the specific firm.","PeriodicalId":439737,"journal":{"name":"Lahore Journal of Business","volume":"43 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128123146","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0