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The purpose of this study is to examine the various factors that influence the productivity (PR) of employees who worked remotely in the United Arab Emirates (UAE) during the COVID-19 pandemic.

This study adopts a quantitative approach to analyze data collected online from 110 respondents using the snowball sampling technique during the pandemic. The analysis of the data is conducted using the structural equation modeling (SEM) technique of Smart PLS (Partial least squares) to evaluate the direct and moderating variables.

The results indicate that direct variables such as workload, job satisfaction, work–life balance and social support have a significant positive impact on employee PR in the UAE. However, the analysis of the moderating variable indicates that job level is not a significant moderator of the above relationships. The findings, generally, provide support for social exchange theory.

The findings of this study will help businesses of various domains in a variety of industries in understanding the core factors that should be considered to enhance the overall PR of their employees while working from home. Businesses can achieve their organizational goals by ensuring steady growth even during uncertain times.

This paper answers the question of whether remote working affects employee PR during the pandemic in an emerging market, namely the UAE. The current study contributes to the existing literature by combining the variables investigated in previous studies into a single study and by considering job level as a moderator variable.

Although 76% of the population of the United Arab Emirates (UAE) is Muslim, takāful (Islamic insurance) has a much smaller share of business in the UAE than conventional insurance does. The purpose of this study is to highlight the importance of brand equity (BE), which is known as the incremental value that provides reason to buy a brand. This study provides useful insights that can help the health takāful industry to gain a feasible market share in the UAE.

This is a quantitative study in which stratified random sampling was adopted for data collection from 300 respondents through a self-administered questionnaire from August to November 2018. Underpinning the study is the theory of planned behavior (TPB) and the structural equation modeling (SEM) technique has been used to examine the impact of BE on purchase intentions (PI) through the moderating role of demographic factors such as age, income, education and religion. Three dimensions of BE, i.e. brand awareness (BAW), brand association (BAS) and perceived quality (PQ), are evaluated in terms of their significance as dimensions of BE.

The major findings of this study confirm that BE has a strong positive influence on the PIs of health takāful customers in the UAE and that all three dimensions of BE make significant contributions to the overall BE. The results show that education does moderate the relationship between BE and PI while age, income and religion do not. A new finding of this study is the nonsignificant moderating role of religion, whereby it was found that takāful products in the UAE are not limited to Muslim customers but can include potential customers who are followers of other religions.

To the best of our knowledge, the present study is the first of its kind to examine the impact of BE on the PI of health takāful customers in the UAE. The findings of the study give academia, researchers and marketers a better understanding of the importance of BE and of its vital role in promoting takāful products in the Gulf Cooperation Council (GCC) countries such as the UAE.