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Purpose -This study aims to examine the relative influence of four sustainability dimensions (environmental, economic, socio-cultural and institutional) in predicting resident satisfaction with the development of sustainable tourism. Prior literature focused mainly on the conceptualization and examination of tourist satisfaction. Design/methodology/approach -Data were collected from a sample of 300 residents near two sustainable tourist sites of Gharana Wetland and Ramnagar Wildlife Sanctuary in Jammu and Kashmir, India. The partial least squares structural equation modelling method was performed to test the proposed relationships. Findings -Empirical evidence supported the positive and significant effect of environmental, economic, socio-cultural and institutional dimensions on residents' satisfaction. Findings indicate that all four dimensions of sustainability should be considered as part of a holistic approach towards planning and monitoring sustainable tourism development.Research limitations/implications -There are a number of limitations associated with this study. First, the findings were based on data from residents near two sustainable tourism sites. Second, the study focused on a relatively small sample of residents. Third, only the impacts of the four dimensions on residents' satisfaction were assessed, which might have excluded other factors that may influence residents' satisfaction. Originality/value -This study used the prism of sustainability in the context of sustainable tourism sites in the Jammu and Kashmir region of India and evaluated its effect on residents' satisfaction.

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Due to the globalization of the economy, there has been great competition in the business sector. The basic human desire to challenge new limits and capture as much market as it is possible has given a new dimension to the concept of marketing - brand positioning. To position a brand requires making choices; whereas having a position means people will prefer a brand over another. A brand can be positioned in several ways: offering a specific benefit, targeting a specific segment, price or distribution. Despite the fact that positioning is considered by both academics and practitioners to be one of the key elements of modern marketing management, it is surprising to uncover general paucity of consumers/customers derived studies regarding brand positioning strategies. This article analyzes the market position held by a competitive set of brands in the hair oil market through a comparison of cognitive and conative perceptions. Cognition will be identified by trailing a factor analytic adaptation of importance performance analysis. In turn, conation will be gauged by stated intent of the consumers to purchase the hair oil brands under study. The alignment of the results from these techniques will help in identifying the position of leadership held by a brand in the hair oil market. The marketers, in order to strategically place their brands in today’s competitive market, need to identify the attributes on which they need to focus and those of paramount importance for the consumers. This method of positioning analysis offers a practical means for present-day marketers faced with the challenge of identifying one or few brands from their diverse and multi-attributed brand range that could be developed to differentiate their brand in a meaningful way to consumers.