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Learning capability improves knowledge resources fosters innovative capabilities and firm competitiveness. The study aims to examine the human resource management (HRM) practice and employee creativity relationship using organizational learning capability (OLC) as a mediating variable.

Data were collected from 67 small-sized and 96 medium-sized firms. Confirmatory factor analysis was applied to establish construct validity and reliability. Structural equation modeling was used to evaluate the proposed model and hypotheses.

The results show that performance appraisal and employee creativity were positively related. Employee participation and employee creativity were positively related. Compensation and employee creativity were nonsignificantly related. OLC mediates the performance appraisal and employee creativity relationship. Similarly, OLC mediates the employee participation and employee creativity relationship. However, OLC did not mediate the compensation and employee creativity relationship.

Due to the research’s SME focus and cross-sectional data, the finding’s generalizability will be constrained.

The findings of the study would be useful to policymakers, stakeholders and management of SMEs in developing a supportive learning climate that promotes experiential and continuous learning cultures to ensure strategic capabilities, sustainable competitive advantage and innovativeness.

The study contributes to the extant literature on OLC, HRM practices and employee creativity by empirically evidencing that OLC mediates the performance appraisal, employee participation and employee creativity relationship.

This study aims to explore the impact of cultural practices on consumers’ buying behavior in sales promotional activities toward the fashion clothing brands based on the Theory of Black-Box Model under the conditions of COVID-19 at Pakistan.

The study has collected data through questionnaire-based survey from 600 consumers of fashion clothing brands using convenience sampling technique in Pakistan and analyzed through PLS-SEM to find results.

The results confirmed that cultural practices and sales promotional activities have positive significant relationship with the consumers’ buying behavior during the celebration of events, also under the conditions of COVID-19. The study also found that ethnocentrism and xenocentrism are positively associated with cultural practices while social factors, physical factors, product innovation and marketing innovation with sales promotional activities.

The outcomes provide interesting insights about consumers’ assessment toward the sale’s promotional activities and cultural practices of fashion clothing brands during the celebration of events and guide the marketing practitioners to develop the customers edifying and environment-oriented business strategies to boost up the buying behavior in crisis situations.

Although prior research has widely investigated the cultural practices, sales promotion and consumers’ buying behavior in various settings, but to the best of the authors’ knowledge, this is the first study in these domains.