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The purpose of this paper is to explore the underlying motivations for bandwagon luxury brand consumption among consumers of an emergent market by empirically investigating the effects of consumers’ interdependent and independent orientations on their personality traits, such as conformity, need for uniqueness and status consumption, which in turn affect their bandwagon luxury brand consumption.

A paper-based survey method is used to collect data from more than 400 Pakistani consumers indulging in bandwagon luxury brand consumption. The model is estimated through structural equation modeling.

The results show that individuals’ personality traits significantly affect their bandwagon luxury brand consumption. Further, the results suggest that the relationship between individuals’ interdependent/independent orientation and bandwagon luxury brand consumption is partially/fully mediated by their personality traits.

These findings offer insights into consumers’ perceptions about bandwagon luxury brand consumption and provide useful managerial implications for the managers/marketers to build reputable luxury brands.

This research contributes to the literature by investigating the mediating role of consumers’ personality traits in the relationship between their interdependent/independent orientation and bandwagon luxury brand consumption behavior. There is scant literature on bandwagon luxury brand consumption, especially in the context of collectivistic society where the proposed framework has been empirically tested.

The purpose of this paper is to examine the effects of identity-based consumer perceptions on the brand avoidance of foreign brands across multiple markets.

Focussing on general product category brands, the study was conducted across two countries, i.e. New Zealand (Study 1) and Pakistan (Study 2), using online surveys. Study 1 explores the perceptions of university students, whereas Study 2 evaluates the perceptions of a more heterogeneous population across the country. Partial least squares–structural equation modelling was used to analyse the model.

First, the results confirm that individual-level identity-based drivers (undesired self-congruence and negative social influence) consistently predict brand avoidance for foreign brands across both markets, whereas country-level drivers (consumer ethnocentrism and animosity) have inconsistent effects across the markets. Second, the study demonstrates that avoidance attitude fully mediates the relationship between antecedences and intentions to avoid foreign brands.

The finding that undesired self-congruence is the strongest predictor of brand avoidance across the markets reinforces the importance of brand image congruence with the target audience. Considering the negative effect of social influence, especially on social media (i.e. Facebook and Twitter), this finding cautions managers to constantly monitor the prevailing negative word of mouth (online or offline) about the brand to mitigate its potential effect.

Drawing on social identity theory, this study explores the identity-based pre-purchase determinants of brand avoidance at the country level and at the individual level. These determinants have never been explored yet in the context of brand avoidance.

This study aims to explore the indigenous needs of married women in Pakistan due to the public health challenges they face due to marital conflict. The research focuses on investigating psychometric properties and cross-cultural validation of the revised dyadic adjustment scale’s (RDAS) Urdu translated version to assess marital relationship quality between married madrassa and non-madrassa women. The study examines empirically validated two-factor model (RDAS) between married madrassa and non-madrassa women (Busby et al., 1995; Hollist et al., 2012; Isanezhad et al., 2012; Christensen et al., 2006) and (Bayraktaroglu and Cakici, 2017). These studies approach including consensus, satisfaction and cohesion.

The investigators executed the study into two phases: a pilot test and the main survey.

The pilot study's findings specified that the Urdu translated version of the revised DAS indicated a decent internal consistency (a = 0.70). The overall revised DAS maintained a stronger test-retest correlation and tested it over 15 days (r = 0.95). The main study recorded 300 respondents' responses from madrassa and non-madrassa married women using a purposive sampling approach and recruited them from the locality of various madrassas and housing societies of Islamabad, Azad Kashmir and Rawalpindi, Pakistan. The study findings showed higher intercorrelations between total and subscales of the revised DAS. It further compared the groups with a multi-group confirmatory factor analysis (CFA) method and examined the revised DAS structure in married madrassa and non-madrassa women.

This study contributes to scientific knowledge and helps develop and validate indigenous cross-cultural instruments to examine marital life quality. It offers practical and reliable information about Pakistani couples' emotional attachment and marriage adjustment issues.

The study applied a three-factor solution, and it demonstrated a robust factorial validity in the context of Pakistani culture, which is a novel contribution to the literature.