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Marketers and advertisers ignore new technology and diverse marketing tactics when attempting to increase product exposure, customer engagement, customer behavior and buying intention in fashion accessory marketplaces in developing countries. This research sought to discover how the Augmented Reality (AR) experience influenced consumer behavior, buying intention and pleasure when purchasing a fashion item in developing countries. This study employs positivist ideas to investigate the connections between various factors, believing that reality is unwavering, stable, and static. Experiential marketing following stimulus exposure will gather cross-sectional data. The undertaken study has developed proper experimental design (within group) from business innovation models, for instance, uses and gratification and user experience models. User experience is disclosed by its four defining characteristics: hedonic quality (identification and simulation), aesthetic quality, and pragmatic quality. After encountering an enhanced user experience, users have a more favorable attitude about purchasing; in contrast, pleasure from using the application directly impacts buying intention. It was also shown that knowledge of AR apps impacts user experience and attitude. The novelty of this research is multifarious, for instance, the smart lab was used as a marketing technology to explore a virtual mirror of the Ray-Ban products. Secondly, the augmented reality experiential marketing activities have been developed by the developers as bearing in mind the four different aspects of the user experience—haptic, hedonic, aesthetic, and pragmatic. It should be functional, simple to learn and use, symmetrical, pleasant, and appealing, while fulfilling the unconscious emotional elements of a customer’s purchase. The research is the first known study in Pakistan to evaluate the influence of augmented reality on consumer proficiency and its consequent effects on attitude and satisfaction for fashion accessory brands. The research also advances the notion that application familiarity is the most important moderator between attitude and an augmented reality-enriched user experience, contradicting the prior studies, which focus on gender and age. This research has important theoretical implications for future researchers, who may wish to replicate the proposed final model in developed and developing countries’ fashion brands. This research also has imperative managerial implications for brand managers and marketing managers, who could include the recommendations of this study in their marketing strategies.

Research background: Faculties of private universities are under immense working pressure, which causes stress and burnout. The job burnout triggers the psychological pressure, which increases the turnover intention.  Purpose of the article: The undertaken study aims to evaluate the scale of burnout with its three-element model, which affects faculty members of private universities of Pakistan. This research also aims to examine the mediating effect of organizational commitment (e.g., affective, normative & continuance commitments), and moderating influence of subjective vitality in a relationship of job burnout and its constituents, for example exhaustion, efficacy & cynicism, and the turnover intention. Methods: The 712 responses were collected through a structured questionnaire from the junior and senior faculty members of private universities of Pakistan. The data was examined by using second order partial least square ? structural equation approach ? PLS-SEM. Findings & value added: The research findings exhibited that emotional exhaustion, cynicism, and professional efficacy have a direct significant influence on job burnout. The findings further demonstrated that the job burnout has a cogent and negative impact on faculty turnover intention. The findings demonstrated that elements of organizational commitment (e.g., normative, affective & continuance commitments) have a forceful serial mediating influence between burnout & its constituents for example exhaustion, efficacy & cynicism, and turnover intention. Finally, the findings have revealed that subjective vitality has a significant and positive impact as a moderating variable in a relationship between job burnout and turnover intention. This research has a long-term theoretical contribution, as it provides a novel conceptual framework, which can be replicated in different industries. Thus, this unique model provides the solution to reduce employees? turnover for other industries as well.

The aim of this paper is to examine the direct impact of marketing and medical tools on the symmetry of physicians’ prescription behavior in the context of the Pakistani healthcare sector. This research also investigates the moderating influence of corporate image and customer relationship in an association of marketing & medical tools, and the symmetry of physicians’ prescription behavior. The survey involved a research sample of 740 physicians, comprising 410 general practitioners and 330 specialists. A series of multivariate approaches such as exploratory factor analysis, confirmatory factor analyses, and conditional process analysis are employed. The findings of the study showed that marketing & medical tools have a direct, positive, and significant influence on physicians’ symmetrical prescription behavior. Corporate image and customer relationship have also a significant impact as moderating variables between marketing & medical tools, and the symmetry of prescription behavior of physicians. The outcomes of this research are beneficial to marketers and medical managers in the pharmaceutical industry.

Entrepreneurship is considered to be one of the most critical factors contributing to the successful performance of business, innovations, and growth of the economy. Entrepreneurship is the main driver of innovation and sustainable business. The purpose of this research is to assess the main traits that are deemed essential for the successful performance of a firm. A model is developed to assess how entrepreneurs’ creativity, self-efficacy, and achievement motivation influence the performance of small firms through the role of entrepreneurial orientation (EO) as a mediating variable. The hypotheses are tested by using Smart PLS (partial least squares path modeling) on a sample of 353 business owners to seek the insight of entrepreneurial traits on small-firm performance. The findings of the research show that self-efficacy and EO have a significant and positive association with the performance of a firm, while creativity and internal locus of control are fully mediated by EO. The subjective measures are used to examine the performance of a firm in terms of growth, sustainability, and financial performance, but the same can also be assessed by objective measures. The practical implication of this research provides entrepreneurs with a different perspective of the entrepreneurial traits that contribute to successful firm performance. The originality of the research lies in the attempt to explore the entrepreneurial traits that significantly influence the effectiveness of the performance of firms in the Pakistani context.

Aging is a natural phenomenon. The impact of socio economic pressures has constrained to change life styles. Pakistan is no exception. More and more people demanding independent family units have been forced to rearrange family structures, therefore, joint family system is becoming unpopular. Work demands, transfers and posting and relocation have contributed to this phenomenon. On the other hand, under present socio economic conditions, in developing countries, family support is diminishing. The government welfare systems are almost non existent. The destitute elderly have no support to bank upon. Through this study we have examined the problems of elderly in Pakistan and also analyzed the government and other initiatives taken towards redressal of these problems.

The focus of this paper is to develop a comprehensive conceptual framework for the relationship between internal employer brand image and talent retention. An extensive and semi-systematic literature review identified a number of antecedents and consequences that have been empirically tested in various cutting-edge research studies that were conducted around the world. The existing literature is reviewed using a topical approach, and 66 research studies, most recent from various repositories, were carefully chosen and reviewed based on the criteria. Such studies have been discerned and synthesized in order to establish a complete and accurate understanding of the phenomenon. Finally, a comprehensive and relatively rich conceptual framework has been proposed for future empirical explanations in various social settings via prospective research.

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