Purpose The purpose of this paper is to test the impact of symbolic and functional incongruity on brand hate. According to self-congruity theory, symbolic and functional congruence are a critical phenomenon in consumer buying decisions. Therefore, the present study develops a theoretical framework based on self-congruity theory to examine the key determinants of brand hate. Design/methodology/approach Data were collected only in fast-food chain franchises in the capital city territory of Pakistan. Therefore, it is hard to generalize the findings of this research for customers from different cultural backgrounds. Findings The results of the study reveal that symbolic and functional incongruence are the primary factors responsible for brand hate among Pakistani fast-food customers. Customers carefully consider both self-image and product attributes when purchasing products. Research limitations/implications The research uses the cross-sectional method, which limits the findings’ usefulness in other sectors. Practical implications The current research helps policymakers understand the key determinants of brand hate, showing that symbolic incongruence is the primary antecedent. Therefore, policymakers and corporate leaders should consider that Pakistan is an Islamic country where consumer choices of food are not only derived from food quality, food hygiene and service quality, but also the symbolic image (i.e. halal food) is a vital determinant of consumption. Originality/value This study contributes to the literature by discussing the above issue and presenting quantitative data. This research extends the literature by testing and validating a conceptual model that includes two types of congruence (symbolic and functional) to study brand hate. The proposed conceptual model provides a novel, theoretical, self-congruity point of view on brand hate.

In this era of razor-edge competition, marketers strive to outperform their rivals by improving their brands. Increasing brand coolness may be the best way to do it. This study used a stimulus organism response (SOR) model by integration with brand attribution theory to conduct a cross sectional study using purposive sampling technique and surveying young consumers of smart gadgets in Pakistan. A total of 1,178 responses were received and analyzed by structural equation modeling. The results found a positive impact of brand coolness (stimulus) on brand love and brand engagement (both modeled as organism). Brand experience moderated these links. Brand love and brand engagement also mediated the relationship between brand coolness and consumer well-being and delight (both modeled as response). The findings suggest a very important contribution to theory and practice by testing unexploited outcomes of brand coolness. Especially, this study contributes to the consumer well-being literature, again an unexploited aspect of marketing literature. Despite the uniqueness of the findings, the cross sectional design of this study remains a major limitation. Future research may supplement the findings with the help of longitudinal studies. Marketers and practitioners may benefit from this study by improving the coolness of their brands so they may not only increase consumer engagement with the brand but they will also make consumers happy with their brands.

The purpose of this study was to investigate the impact of work-from-home (WFH) human resource (HR) practices on the performance of faculty under the drastic circumstances of coronavirus disease 2019 (COVID-19). The population of the study included faculty members of the higher education institutions in Sialkot, Pakistan. The study filled the gap of scarce literature on the impact of various HR practices by HR officials while working from home during lockdown observed to reduce the spread of COVID-19. Based on reinforcement theory, this article proves that there is a significant relationship between HR practices (including training, performance appraisal, career planning, employee participation, job definition, compensation, and selection) and faculty performance. It also proves that there is a strong positive relationship between the two variables. The findings of this study provide a blueprint to improve HR practices for high performance by faculty in the higher education sector during WFH settings.

Consumer well-being is a micromarketing concept that emphasizes on contributions of marketing activities in social welfare. The major objective of the current study is to analyze the impact of self-incongruence on brand dissatisfaction, brand hate, and consumer well-being. This study has utilized the Self-incongruity Theory and the Stimulus-Organism-Response model to test the impact of self-incongruity on anti-consumption and consumer voice behaviors, and subsequent effects on consumer well-being. Data were collected from young consumers of technology products from major cities of Pakistan. A total of 592 consumers answered a paper-and-pencil questionnaire using purposive sampling technique. The data were analyzed by partial least square structural equation modeling. The findings of this study reveal that functional and symbolic incongruity predict brand hate and dissatisfaction, which is positively related with brand retaliation. Brand retaliation is negatively related with consumer well-being. This study offers implications for product designers, marketers, advertisers and other stakeholders to improve congruence between what young consumers of technology products expect and what brands are offering to mitigate negative attitudes and behaviors and increase consumer well-being.

Waste management is an emerging focus in Pakistan. Specifically, waste-to-energy (WtE) projects are conceived to obtain benefits from municipal waste collection in metropolitan cities. This study provides a brief background of WtE potential, waste collection statistics, type of generated wastes, and current measures to build the confidence of investors in WtE projects. In addition, a brief overview of government efforts for WtE and delineation of licensing requirements for power generation are discussed. The parameters laid down for the determination of tariffs for municipal waste management power projects and the cost accounted for each parameter are analyzed in detail. Similarly, this study deliberates on observations among stakeholders and compares Pakistan tariffs with those of neighboring countries.

The purpose of this study is to find empirical evidence on whether work from home or residential emissions reduces office emissions. Based on existing research the study supports that there are short-term effects on office emissions, i.e., carbon emissions do not outshine the long-term effects. The shift from offices to working from home due to COVID-19 regulations meant more people operating from home as maintaining their position in the market was crucial. The potential research area is to understand how this would affect energy usage and carbon emissions. This study has used a before and after mixed approach to collect data from 301 working-from-home employees and 348 top managers who are responsible for monitoring the employees in a work from home setting. Convenience sampling helped collect responses in a timely manner as offices were not allowing visitors and collecting data in person was difficult, so online surveys were conducted. Work from home reduced usage of office equipment, transportation, pollution, etc. The air quality improved considerably but our findings show that the low emissions were only short-lived. This was not a long-term scenario as organizations kept practicing their operations even at home and the emissions stayed in the environment. Future suggestions and implications are also provided. The results give new insights to researchers in the field of sustainability and the environment.

Small and medium-sized enterprises (SMEs) play an enormously crucial part in the modern world economy, demonstrating the most unique and incredible ground-breaking system. SMEs’ employment statistics and future worker needs make it a focus of policies among rising economies, and Pakistan is no exception. The working conditions in SMEs diverge from industry to industry; however, irrespective of the industrial categorization, the SMEs are failing to protect the workers’ rights in the perspective of Sustainable Development Goals (SDGs). The interpretivism paradigm and purposive sampling, narrative inquiry, and analysis method have been adopted to gain in-depth knowledge of workers’ rights in SMEs concerning the SDGs. Results revealed that Pakistan-based SMEs argue to be financially weak and perceived as less equipped to adhere to the world’s standards. Highlighted issues in failure to adhere to worker’s rights include lack of financial resources, top management’s commitment, regulatory framework, SDG awareness, strategic planning, and the dire need for expert guidance and consultation in translating goals to work environments.

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