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.