The conception of the consumer–brand relationship has been receiving immense and escalating attention, and it is considered essential for capitalizing the performance of brands. The purpose of this study is twofold: Foremost part of the study comprehends valuable consumer–brand relationships and antecedents of brand equity. The second part is measuring the significant variations in hypothetical model under consumers’ gender and age perspective. The structural equation model is used for analyzing 425 questionnaires through SmartPLS3. Analysis has been conducted several times for combine data and data sets of gender and age groups to identify variations in model relationships. The findings of this study revealed the significant relationship among constructs of the hypothetical model. Brand love emerged as not only one of the significant antecedents of brand loyalty but also the strongest predictor of brand equity. Significant variations have been identified as male, and older consumers are transforming their love into loyalty and equity more than female and young consumers, respectively. The study has revealed guidelines for designing consumer–brand relationship and identified some significant variations that can be helpful in designing such relationship and marketing offers for multiple market segments.

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The purpose of this study is to (a) investigate the impact of workforce diversity management on job match, job satisfaction, and job performance; (b) test the influencing role of job match on job satisfaction and job performance; and (c) examine the mediating role of a person’s job match on the association between workforce diversity management and employees’ outcomes (job satisfaction and job performance). Structured questionnaires were sent to employees working in five-star hotels in China. In total, 324 valid responses were analyzed through AMOS-SEM to draw the statistical conclusion. Overall, results revealed that workforce diversity management is positively related to a person’s job match, job satisfaction, and job performance. Next, a person’s job match is positively related to job satisfaction and job performance, in particular a person’s job match mediates the relationship between workforce diversity management and employees’ outcomes. Most of the studies in the area of workforce diversity management focused on the management of diversity such as age, gender, race, and ethnicity from American perspective. This could be among rare studies which investigate another aspect of workforce diversity management, such as management of diversity on the basis of skills, knowledge, interest, and preferences of employees from the Chinese perspective.

Brand image or Brand name plays a crucial role to enhance the performance of any company or business. Brand name is the tool which can positively change people's buying behavior. The purpose of this study is to examine the Effect of brand name on consumer buying behavior in University students of Gujranwala, Faisalabad and Lahore. Questionnaire survey was used to collect the data by using non probability convenient sampling technique. The researchers sent 300 questionnaires to the different university students in above mentioned cities, in which 250 responses were collected in the period of one month. Findings show that brand image or brand name has significant positive relationship with consumer buying behavior. This study was conducted in university students of Gujranwala, Faisalabad, and Lahore and it shows that they are brand conscious and prefer branded products. In the last part of article with conclusion the future recommendations and practical implications are also included.

COVID-19 is a massive geopolitical disturbance that will reset the international system once the fuzz is lifted, accelerate de-globalization as well as de-regionalization and establish new political and trade alignments, and probably a new world order. This virus divided the world into three narratives, foremost is in favor of the US and against China, and second is in favor of China and against the US, and the third represents the neutral people who believe it is a natural virus. Multiple conspiracy theories have emerged about the origin and spread of the virus. Hence, it has generated pandemic animosity among the people of different nations. China and the US need to be more transparent on the origin and spread of the pandemic and step back from confrontation. This is a time to be united to fight with the virus. COVID-19 has also opened the gateway avenue for future researchers in multiple disciplines of academia.