Incorporating new variables into a model of brand extension in fast fashion

Over the years, the number of organizations investing in CSR activities has increased considerably. This increase is partially attributable to the intention of the organizations to give back to the society to repair and reduce the loss their intentional or unintentional actions might have caused to the environment. The government’s decision to make it mandatory for businesses to invest a small part of their net profit in social welfare activities has also helped nudge the organizations towards CSR activities. However, the question whether this investment influences customers’ intention to purchase the product in any manner remains an unresolved paradox. Limited researches have been conducted in this area to explore and establish the relationship if any between CSR and consumer purchase intention. This research focuses on the five different factors of CSR comprising of loyalty, morality, awareness, behavior and environment, which are identified from the previous literature. With the help of these factors, the authors researched and established the relationship between them and consumer purchase intention. In this descriptive research, the research questionnaire was distributed to 1500 respondents, using convenient sampling method, out of which 319 responses were finally obtained for the analysis purpose. After testing the reliability and validity of the data, the five hypotheses were tested using SEM (Structural Equation Modeling). It was found that all the five hypotheses were supported and thereby acknowledged the significant influence of CSR related activities performed by companies on the consumer purchase intention. The CSR driven morality is emerging to be the most important dimension that appears to influence the consumer purchase intentions. These finding will help decision-makers to formulate their promotion activities in such a manner that it aligns with the value system of the consumers and increase the overall consumer base.

The purpose of the present study is to test how do the four important psychological antecedents, namely need for achievement (nAch), propensity to risk (PtR), self-confidence (SeC), internal locus of control (IlC) are mediated by the entrepreneurial self-efficacy (ESE) to predict the entrepreneurial intention (EI) in a traditionally oil-based Saudi economy striving for economic diversification. Hypotheses are tested by applying the partial least square (PLS) structural equation modeling (SEM) to a sample of 282 undergraduate business students (male and female) collected from a public university of Kingdom of Saudi Arabia (KSA). The results suggest that psychological variables and self-efficacy play a fundamental role in enhancing entrepreneurial intention (EI) of Saudi students. Personality-related variables have direct influence over EI in other context, but in Saudi context, psychological variables are necessary but not sufficient to develop entrepreneurial intention unless combined with self-efficacy. Self-efficacy has a strong mediating effect between psychological variables and entrepreneurial intentions in Saudi context.

Due to increasing competition in the private hospital sector in Saudi Arabia, the organizations need to adopt the new ways to foster the brand loyalty and repeated visits. In this context, content marketing may have pleasant effects on a business in terms of customer engagement, trust and loyalty. The present research attempts to investigate the multi-dimensional relationships among content marketing, loyalty, trust and customer engagement in the private hospital sector using primary data collected through a questionnaire from 400 randomly selected respondents. A simple random sampling technique is utilized to select the patients or their family members visiting the private hospital to have their perception regarding hypothesized variables. The findings indicate that content marketing has a positive impact on the factors like customer engagement, trust and loyalty. In comparison, content marketing is found more effective in persuading the loyalty of the customers in comparison of trust and loyalty. Further, the customers’ trust towards a brand has a strong positive relationship with the loyalty. Moreover, the positive effect of customer engagement on the trust has also been found. Based on the results, this study suggests that the private healthcare institutions should adopt a multi-channel content marketing approach to exploit its maximum benefit. Multiple social media platforms and popular healthcare blog sites should be chosen for an effective content marketing advertisement.