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The voters' choices about political parties have many similarities in how they make their choices about commercial brands. Therefore, political parties are now constantly applying the concept and strategies of brand management to make the political product attractive, appealable, trustable, differentiable, source of long-term relationship and decision-making driver. Furthermore, the political parties have to play an active role in the community's political socialization processes which are relying heavily on the branding strategies. Because, the community's social gregariousness have profound effect on the electorates' propensity to participate in the politics that constitutes the party equity. This study has deeply explored and broadened the concept of party equity analogous to commercial brand equity typology by developing a politics specific brand equity model. This model demonstrates the integration of political brands in voter choice. Empirically, this model has been validated by collecting 550 valid-responses from the constituency of District Gujrat, Pakistan. A careful analysis of these responses through SEM methodology has revealed that political parties vary according to the outcomes of their role in the political socialization process of the communities, loyalty and voters Downloaded by [New York University] at 22:46 29 May 2015 2 attitude. Those parties, that have favorable role in socialization process, have strong party knowledge and thus have high party equity as compare to competing political parties, which have weak position of party knowledge. Similarly, this study provides the roadmap and guidelines for the political parties to manage their party equity. Similarly, the model would be able to facilitate political parties in comparing different constituencies on the basis of their diversified social dynamics and political knowledge and in the development of constituency based manifesto, may also be termed as "Localized Manifesto" to further enhance their vote bank.

Background: A great deal of research has been carried out on the assessment of the eudaimonic perspective of psychological well-being and the hedonic perspective of subjective well-being. The Flourishing Scale (FS) has been extensively used in research and practice, as it assesses the fundamental aspects of social psychological functioning. Nevertheless, the psychometric properties of Urdu versions of eudaimonic measures, such as the FS, have not yet been ascertained. The translation and validation of the FS in the Urdu language was not available, and hence this study was planned with the aim to validate the Urdu version of the FS.Methods: We assessed the psychometric properties of the FS in a sample of adults aged 18 years and above in Pakistan (N = 130) using exploratory factor analysis based on principal component analysis with varimax rotation and confirmatory factor analysis.Results: The exploratory factor analysis confirmed the unidimensional nature of the 8-item FS. We assessed that the Urdu version of the FS showed a high internal consistency reliability (α = 0.914) with a significant intraclass correlation coefficient (ICC), p < 0.001). In our study, the Kaiser–Mayer–Olkin value was 0.915 with a chi-square test value (χ2) of 637.687, and Bartlett's test of sphericity was significant (df = 28, p < 0.001). The intraclass correlation coefficients (ICCs) at test–retest for all domains were statistically significant (p < 0.001) and showed excellent agreement for all the items. The revised confirmatory factor analysis revealed a good-fit model, but with item 8—“People respect me”—removed due to its lower factor loading.Conclusions: The findings suggest that the FS is a psychometrically sound instrument for assessing social psychological functioning among adults in Pakistan. Therefore, the validated Urdu version of the FS may be used in future studies of well-being in clinical psychology and positive psychology.

Environmentalism has become not only a significant policy issue but also a crucial topic in marketing research. Environmental consciousness is now considered as a fundamental requirement to prevent further damage to the environment. Efforts have been made to improve the consumers understanding about the environmental consequences of their consumption patterns. This study develops a conceptual model of green purchase behaviour to determine the effects of environmentalism, advertisement message credibility and green perceived value on the consumers’ green purchase intentions with green product knowledge as a moderator. The convenience sampling technique with cross-sectional research design was used to select the sample. Data were collected using survey, and a total of 368 valid questionnaires were used for further analysis. The results from the structural analysis using Smart-PLS depict that environmentalism significantly influences the ad message credibility and green perceived value, and these constructs significantly affect the green purchase intentions. Furthermore, the green product knowledge moderates the relationship between environmentalism, ad message credibility and green perceived value. Overall, the findings of this study extend the theoretical basis of green purchase intentions by empirically testing the proposed model and provides the limitations and further research directions.

This study investigates the effect of empowering behavior of leader on followers' proactive behavior. It was also proposed that such an effect will be mediated by psychological empowerment, whereas, leader-follower distance was proposed to inversely moderate the direct effect of empowering leadership. The setting for this study was the Hospitality industry in Pakistan. Survey data was collected from managerial level employees working in hotels in Islamabad and Lahore,Pakistan. Dyadic data were gathered from 311 1-1 supervisor-subordinate dyads. Data were analyzed in two steps. First, the measurement model was assessed for reliability and validity. Common method variance was assessed with the help of common latent factor method. Second, direct and indirect effects were tested using structural regression. Test of moderation was performed using Process Macro in SPSS. Results show that empowering leadership had a significant effect on proactive behavior. The effect of empowering leadership was partially mediated by psychological empowerment. It was found that leader-follower distance had an inverse moderating effect. In the end, implications for theory and practice have been discussed. Keywords: Empowering leadership, Proactive behavior, psychological empowerment, leaderfollower distance