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The purpose of this paper is to investigate the impact of social media marketing activities on brand loyalty, value consciousness and brand consciousness.

A self-administered questionnaire was developed and administered to a convenience sample of 346 undergraduate students

The findings of this research indicated that social media marketing has a significant effect on brand loyalty; brand consciousness and value consciousness mediate the relationship between social media marketing and brand loyalty.

This study confirms the growing importance of social media marketing. It also provides insights for marketers on envisioning brand loyalty.

This study aims to examine the relationship between brand engagement in self-concept (BESC), value consciousness (VC) and brand loyalty among Generation Z consumers. In addition, the study aims to segment the Generation Z consumers based on BESC and VC and examine the differences between the segments.

A self-administered questionnaire was developed and administered to a sample of 346 undergraduate students in Malaysia. The hypothesized structural models are tested using partial least squares structural equation modeling. The study also uses cluster analysis to segment the Generation Z consumers.

The results reveal that among Generation Z consumers both BESC and VC have a positive effect on brand loyalty. Additionally, the mediation analysis established that BESC plays a mediating role in the relationship between VC and brand loyalty. The study also identified four consumer groups – attentive group, dedicated group, prospective group and switchers group. Furthermore, consumer classification according to BESC can be used by marketers and managers in marketing strategy development.

The study has originality and value in developing and testing a new model linking BESC with VC and brand loyalty. Further, market segmentation on the basis of BESC and VC has been rarely studied. Even less, has been studied among Generation Z consumers and this study fills this important gap.

Scholars and practitioners alike are paying attention to entrepreneurial orientation (EO) as an antecedent of the financial performance of SMEs. Other factors foster and improve SMEs' financial performance. This paper aims to shed the light on other two different strategic orientations that may help enhance SMEs' financial performance in addition to EO, namely; market orientation (MO) and brand orientation (BO).

The three different important strategic orientations are explored through two different studies. The first study was conducted to determine the different effects of the three orientations on SMEs' financial performance. Data were collected using a questionnaire among a convenient sample (131) of business owners/managers, and next PLS-SEM was used for data analysis. The financial performance of firms in the second study is hypothesized to be an outcome of a combination of different strategic orientations; therefore, the fsQCA method is applied to explore the causal recipes of those orientations.

The paper concluded that the three different strategic orientations are collectively, of paramount importance to strategic managers of SMEs.

The brand, market and EOs have been discussed discretely in previous studies and this study attempted to provide managers/owners of SMEs with a holistic view of the three different orientations and the amalgamation among them to be beneficial for better financial performance.

Fashion brand love is a central concept in the consumer‐brand relationship domain. Brand managers tend to create more lovable brands, e.g. McDonald's “I’m lovin it”. However, the importance of this concept is not frequently discussed in marketing literature. Furthermore, the impact of brand personality and brand image on brand love has not been investigated in any empirical research. This paper aims to address this gap by developing a causal model incorporating brand love, brand personality, brand image and word of mouth (WOM) to investigate the relationships among them.

Data were collected using a survey method and usable questionnaires were completed by 250 undergraduate students. Path analysis was used to test the hypotheses using AMOS 16.0.

Results revealed that only brand image is considered as a determinant of brand love that affects WOM along with brand personality.

Results provide detailed implications and a platform on which future research can be built.

The extant love research seems to be solely in the US context. To the best of the author's knowledge, this is the first study to investigate the concept of brand love outside the USA.

Researchers have been focusing on the predictors of expatriates adjustment and job performance at different levels (individual level, organizational level, and societal level) but still some of the predictors have been ignored or unclear in the expatriate literature. The purpose of this paper is to examine the effects of personality traits (big five) on expatriates adjustment and job performance.

In this regards, data were collected from 201 expatriates working in Malaysia and analyzed by using structural equation modelling with Amos 16.

The findings of this study indicated that personality traits (big five) which include extroversion, openness to experience, agreeableness, conscientiousness, and neuroticism positively influence expatriate adjustment which further influence expatriate performance rated by peers. In other words, expatriates adjustment (work, interaction, and general) mediate the relationship between big five personality traits (extroversion, openness to experience, agreeableness, conscientiousness, and neuroticism) and expatriates job performance (task, relationship building, and overall performance).

The findings of this study will help the researchers to further understand the importance of personality traits required for successful completion of international assignment. Furthermore, the findings also suggest human resource professionals to consider these personality traits before selecting an individual for international assignment. Finally, future research directions have been proposed.

Literature on expatriate adjustment and job performance is still at developing stage. This paper shed light on the individual characteristics which work as predictors for expatriates adjustment and job performance.

The purpose of this study is to examine the mediating effects of expatriate adjustment (work, general and interaction) between individual (previous international experience, self‐efficacy, social network and cultural sensitivity) and organizational factor (direct and indirect support) and job performance.

The data were collected from 201 expatriates working in Malaysia and analyse by using structural equation modelling (Amos‐16).

The results of the study indicated that expatriate adjustment (work, general and interaction) mediate the relationship between individual and organizational factors and expatriate performance (supervisor rated).

The data were collected from the expatriates working in Malaysian universities. There can be differences between education industry and pure business organization in terms of working environment, selection process and management support. The respondents were citizens of different countries around the world which include Asia, Europe and Middle East. Even though Malaysia is a multicultural society and expatriates from any part of the world can find themselves in Malaysia, this research did not group the respondents in terms of their cultural differences and similarities with Malaysian culture.

The findings of this study suggest that human resource managers and MNC's management should provide direct and indirect support to the expatriates and their families in terms of language and cultural training, career development, logistical assistance, family mentoring, psychological counselling, job search, self‐development and social activities. Furthermore, recruitment managers and MNC's management should consider these factors before appointing any employee for international assignment. Finally, the findings of this research suggest that better expatriate performance help MNC's to perform better in their international operations which will ultimately improve the home and host country economic situation. The better performance of MNC's in their international operations through effective expatriate performance will encourage other domestic organizations to expand their operations globally.

Expatriate literature have highlighted many individual and organizational factors which affect expatriate job performance and adjustment but the role of some individual and organizational factors is still not clear and/or ignored by past researchers. For example, the role of direct and indirect support has not been well conceptualized in past studies. In addition, only a few studies have explained the importance of self‐efficacy, cultural sensitivity and social network in expatriate literature. Furthermore, role of previous international experience has generated conflicting results in past research.

This study aims to develop, propose and test an integrated framework of brand love and brand experience in the context of halal industry. Particularly, this study investigates the relationship of brand experience and brand love concepts with several outcome variables such as brand trust, brand satisfaction, brand loyalty purchase intention and word of mouth.

A structured questionnaire has been constructed using scales from past studies. Hypotheses have been tested using partial least square structural equation modelling methodology.

This study has found that brand experience is a significant determinant of brand love. Further, brand love has a significant influence on trust, satisfaction and loyalty. Both variables, brand experience and brand love, have either direct or indirect influences on several branding-related outcome variables such as brand trust, brand satisfaction and brand loyalty.

This study has been conducted only using cross-sectional sample of one country, which may limit the generalisations. However, the results of this study offer valuable insights for the brand managers in the halal sector.

Previous studies pertaining to halal food consumption have focussed more on understanding the attitude or the buying intention of the consumers. Only few studies have attempted to investigate the branding aspect of halal food consumption. This study is one of its kinds, which offers a comprehensive framework by incorporating important brand-related antecedents and outcome variables to understand the branding aspect of the halal food consumption behaviour.

This study aims to propose a conceptual framework for transition of brand trust to brand love in an uncertain market situation, from the perspective of cognitive-emotion theory (CET).

Since brand anthropomorphism is successfully established in branding research, this study takes cognitive characteristics of brand trust and emotional characteristic of brand love from extant literature to develop a conceptual framework for transformation of brand trust (cognition) into brand love (emotion). This study situates the relationship in the context of market uncertainty due to the COVID-19 pandemic. It focuses in the development of the conceptual framework by taking cognitive components of brand trust and brand behavioural characteristics as moderator, in uncertain market situation.

Findings suggest that transition of brand trust (cognition) to brand love (emotion) is possible in uncertain situation, and brand behavioural characteristics moderate this relationship. Brand behavioural characteristics are brand innovativeness, brand ethicality, brand empathy, brand expertise and brand agility, which have the potential to further strengthen the relationship in the given situation.

This research proposes a conceptual model and propositions that add a rich understanding to the relationship of brand trust and brand love, which requires empirical testing in any brand category context. Through a richer understanding of conditions and the underlying psychological mechanism, researchers and marketers, brand managers, policymakers and so forth can gain insights that aid strategic decision-making. Trusted brands can leverage on the situation by highlighting unique behavioural characteristics to establish a strong and sustainable long-term relationship.

The current research is an attempt to provide deeper insights from the perspective of CET, into the relationship of brand trust (cognition) and brand love (emotion) by introducing conditions under which a trusted brand becomes a lovable brand in uncertain market situation, thereby adding new knowledge to branding, customer-brand relationship sustainability, in uncertainty literature. The new perspective, that is CET, puts forward a novice view on the advantage of brand love over brand trust that could help in formulating strategic decisions in managing brands in crisis situation.

Although the concept of political party brand personality has received substantial recognition in the political marketing literature, however, no study as yet has contributed in identifying a causal relationship between the party brand personality and voter behaviour. Therefore, this paper aims to address this gap in the academic literature by determining the relationship between the multifaceted advertising-brand personality-satisfaction-loyalty constructs in political context.

The sample for the study consisting of 930 responses was drawn from the major cities of Punjab state in India through multistage stratified random sampling. AMOS-based structural equation modelling was used to test the proposed model.

Results revealed that voters’ attitude towards political advertisements had a significant effect on their satisfaction and loyalty when brand personality had a mediating role in this effect. Additionally, the influence of party brand personality on satisfaction and loyalty of voters was different for the selected four political parties.

The study carries strong implications for the political parties and the political marketers to develop pertinent marketing and communication strategies that are consistent with their personality traits, with an endeavour to enhance the satisfaction and loyalty of voters.

The most imperative discovery of this study is to determine the mediating role of party brand personality on relationship between political advertisements, voter satisfaction and party loyalty. Such a study of an emerging economy contributes significantly to the marketing theory and practice owing to the diversity and fragmentation across India with respect to religion, caste, creed and race of voters.