Using the assumptions of Sternberg Duplex Theory of Hate, the present study reveals the combined effects of similar competitor offer and narcissistic personality on brand equity through the underlying mechanism of brand hate. Specifically, we hypothesize that brand hate mediates the relationship between similar competitor offer and brand equity. Moreover, we propose that similar competitor offer and brand hate relationship are stronger for narcissistic individuals. By employing a multi-wave time-lagged research design, we collected data from a sample of dairy product (...) consumers in Pakistan. The findings of moderated-mediation regression analyses indicate that Brand hate mediates the relationship between similar competitor offer and brand equity; and Narcissistic personality moderates a similar competitor offer and brand hate relationship such that a high similar competitor offer led to greater brand hate when narcissism was high. Furthermore, conditional indirect effects reveal that brand hate mediates the relationship between similar competitor offer and brand equity only with individuals exhibiting narcissistic personality traits. The current study offers great insights to managers that by managing similar competitor offer, they can manage the development of brand hate, which can subsequently effect brand equity. Moreover, by profiling customers on the basis of their personalities, marketing managers can effectively invest only in customers with positive tendencies. The current study is unique in that it highlights new avenues in existing research by extending the nascent domain of brand hate in consumer–brand relationships. (shrink)

During the COVID-19 epidemic, personal safety has received increasing attention, leading to behavioral changes. Mobile-wallet makes it easier for people to keep social distance, which helps stop the spread of the COVID-19 virus. Evolving Internet technology has brought about changes in consumer lifestyle. The current situation of COVID-19 has created a business environment to shift from traditional ways and adopt e-commerce solutions worldwide. Grounded in technology acceptance model theory, this study’s objective is two-fold: First, this study intends to examine perceived (...) susceptibility to COVID-19, perceived severity of COVID-19, insecurity and discomfort as the predictors of perceived usefulness and perceived ease of use. Second, the current research intends to test the moderating effect of electronic words-of-mouth on the relationship between attitude and usage intention. Using survey methods, 226 usable responses were collected through a mall intercept survey in Pakistan. Data were analyzed using partial least square. The results revealed that PEOU and PU positively influence attitude toward M-wallet. This study has found that attitude positively influences the usage intention in adopting M-wallet. The results also support the moderating role of eWOM. These findings contribute to the marketing literature in several ways, particularly in Pakistan. This is the first study to use eWOM as a moderating variable in the TAM theory. In addition, this study adds to the current body of knowledge by considering eWOM as a multi-dimensional construct novel in m-wallet literature. (shrink)

Counterfeiting has become a prevalent business worldwide, resulting in high losses for many businesses. Considerable attention has been paid to research an individual attitude toward purchasing luxury counterfeit products in the offline context. However, there is currently lesser-known literature on the given phenomenon in the context of social commerce. Moreover, researchers observed that counterfeiting consumption is associated with consumer ethical values or beliefs. Practitioners and researchers are keen to find those factors that affect consumers’ ethical consumption behavior to reduce pirated (...) products’ demand. However, the role of religion in shaping ethical behavior is less documented in the counterfeiting context. Therefore, this study investigated the effect of religiosity on the counterfeiting of luxury products in Pakistan. A five-dimensional Islamic religiosity model was adopted to understand the consumption phenomena. For quantitative research, cross-sectional data were collected from the generation M of Pakistan through self-administrative questionnaires. A total of 394 valid responses from active online users were collected to empirically examine the conceptual model by employing the partial least square structural equation model. The results reveal that all five dimensions of religiosity negatively affect the attitude of generation M. Moreover, it is found that knowledge has the highest negative effect on attitude, followed by orthopraxis, experience, central duties, and basic duties. The study also explains the theoretical and practical implications of the research. Finally, limitations and future research were also discussed. (shrink)

E-commerce has led to a significant increase in internet purchases. The marketing sector is very competitive these days, and marketers have a difficult task: understanding the behavior of their customers. Strategic marketing planning relies heavily on consumer behavior since the consumer acts as the user, buyer, and payer in that process. Consumers’ behavior changes in response to shifts in the factors that influence it. The purpose of this research is to show how Internet usage influence on consumer impulsive buying behavior (...) of agriculture products through moderating role personality traits and emotional intelligence in China organic market. The data gathered in three months from January to March 2022, due to COVID-19 pandemic data was gathered through an online survey questionnaire sent by Chinese social media platforms including WeChat and an email address. The PLS-SEM technique and the SmartPLS software version 3.2.8 were used for data analyses. The result revealed that internet usage positively and significantly influences consumer impulsive buying behavior. Also, both moderator personality trait and emotional intelligence positively and significantly moderate the relationship between internet usage and consumer impulsive buying behavior. Lastly, theoretical and practical implications, and future directions were discussed. (shrink)