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This study investigated the role of brand experience dimensions (behavioral, intellectual, sensory and affective) to predict consumer loyalty (repurchase intention (RPI), word of mouth (WOM) and willingness to pay more (WPM)) through the mediating role of perceived brand authenticity (PBA) in the global branding context.

A total of 422 consumers participated in this study and provided feedback on top authentic global brands after completing a self-administered online survey. Partial least squares structural equation modeling (PLS-SEM) was used to conduct the data analysis.

This study discovered that brand experience dimensions positively influenced PBA (predominantly sensory and intellectual experiences), which significantly predicted consumer loyalty (RPI, WOM and WPM).

This research uncovered some limitations that can be used to investigate new research possibilities. From a theoretical standpoint, this study offers new insights into brand experience dimensions (BEDs), PBA and consumer loyalty in order to develop consumer-brand relationships.

This study offered several managerial recommendations. By considering brand authenticity as a positioning tool, global managers can effectively develop and implement various experiential marketing strategies to develop long-term relationships with consumers to attain their loyalty.

This is a new study that uses Fournier's relationship theory to investigate BEDs on PBA to predict consumer loyalty in the context of authentic global brands.

This research investigates the effects of multidimensional brand experiences (i.e. behavioral, intellectual, affective and sensory) on brand authenticity and brand love from the Asian consumers' perspective.

This research collected primary data from 418 consumers on global brands, and it tested the proposed hypotheses by using partial least squares structural equation modeling (PLS-SEM).

The findings indicate that sensory and affective experiences have direct significant impacts on brand love, while intellectual and behavioral experiences have nonsignificant impacts on brand love. Overall, intellectual, behavioral, affective and sensory experiences positively influence brand authenticity, which in turn have substantial positive impacts on brand love.

This study investigated consumer behavior in a broader sense, and consumers from 13 Asian countries participated in this research. Future research may collect data on a larger scale from Asian countries to generalize the results.

By following brand authenticity as an essential positioning tool and implementing several experiential marketing strategies, global managers can develop brand-loving consumers in Asia.

Under the parasol of attribution theory, this research explores the relationships among the multidimensional brand experiences, brand authenticity and brand love from the Asian perspective.

The food industry is crucial in delivering healthy products for life saving of the society. The identification of key barriers of knowledge management (KM) is desired to enhance the sustainability of the industry. KM has been seen as a part of sustainable development by reducing the bullwhip effect in the entire supply chain. The core objective of the existing research is to prioritize the essential factors of KM adoption in sustainable supply chain (SSC) based on fuzzy analytical hierarchy process (FAHP) method.

In order to fulfill objectives of this study, an extensive review of literature and a questionnaire-based field visits were conducted. A total of five major barriers categories and 22 sub-barriers categories were identified in food sector of Pakistan using experts' inputs. This study employed fuzzy analytical hierarchy process (FAHP).

Managerial barriers, innovation and technological barriers categories are found to be highly prioritized among others. Further, the sensitivity analysis is applied to check the incremental changes of ranked barriers. This prioritization of barriers and incremental changes in them is expected to serve food sector for long-term sustainability and competitive advantage for importers and exporters. Finally, the findings of this research are very helpful for industrial experts, practitioners, consultants and government officials in effectively developing policies regarding KM adoption in line with sustainable goals.

The present work is conducted in the Pakistani context; however, the benchmark model may be tested and applied to other developing countries to compare the outcomes. For further research, the identified barriers may also be evaluated to establish their inter-relationships, using ISM, DEMATEL, ANP, etc. Similarly, the results of this study can also be compared with that of other fuzzy multi-criteria techniques like fuzzy TOPSIS, fuzzy VIKOR, fuzzy ELECTRE, fuzzy PROMETHEE, or fuzzy VIKOR.

This research study can facilitate policymakers, government bodies, stakeholders and supply chain professionals to recognize the key barriers they may encounter in adopting KM practices in their SSC. Additionally, this work helps managers to evaluate the identified barriers by computing their relative importance in adopting KM practices at managerial levels like strategically, tactically and operationally activities in business. This study also facilitates industrial management in formulating policies and action plans in case of implementation, eliminating the barriers in adoption of KM, and SSC successfully.

Few research studies were conducted on KM adoption in industries of China, India, Turkey, Saudi Arabia and Malaysia, but due to workforce diversity these industries have dissimilar views of experts about KM adoption. This study significantly contributed to fill the existing literature gap for prioritization of key barriers against KM implementation in Pakistani context.

The study aims to investigate the impact of perceived brand localness (PBL) and perceived brand globalness (PBG) on brand authenticity (BA) to predict consumers' attitudes toward local and global brands in two Asian markets. Further, the study examines the moderating role of uncertainty avoidance (UA) after controlling the effects of brand familiarity (BF) in Asian markets (China and Pakistan).

In accordance with the non-probability technique and through an online survey, the study collected 1,880 responses (on local and global brands) from China and Pakistan. Partial least square structural equation modeling (PLS-SEM) is the most robust technique applied to examine the proposed hypotheses in the Asian environment.

After controlling the effects of BF, the findings revealed that PBL and PBG positively influenced consumers' perceptions of BA, which had a significant impact on consumers' brand attitudes toward both local and global brands in Asian markets. Further, the research identified that BA was an essential mediator from the Asian perspective. The interaction effects of UA and PBL on BA were discovered positively significant in Pakistan, whereas the effects of UA and PBG on BA were found negatively significant in Pakistan and had no effects in China.

The research focused on two Asian countries (China and Pakistan). However, future researchers may collect additional data from other Asian countries in order to generalize the findings in all Asian markets.

The research assists local and global managers in designing and implementing various targeting, positioning and segmentation strategies for successfully managing businesses in Asian markets.

The novel research is based on signaling theory that contributes to the local and global branding domains from the Asian perspective (China and Pakistan).

In the modern era, brand authenticity is one of the most powerful positioning strategies for sustainable business growth. This study investigated the impacts of perceived brand authenticity dimensions (i.e., quality commitment, heritage, sincerity) on brand love to predict Generation Y's behavior from the Asian context.

This is new empirical research that tested the proposed hypotheses through PLS-SEM, as PLS is the most robust technique for predicting consumer behavior. Importantly, consumers (of Generation Y) from five Asian countries contributed to this study, and data collected from 427 Asian millennials on global brands.

The results analysis revealed that perceived brand authenticity dimensions significantly impacted brand love, which positively affected Asian millennials' behavioral outcomes (i.e., continuous purchase intention and price premium).

This study investigated dimensions of perceived brand authenticity to predict Asian millennials' behavioral outcomes in a broader perspective. Future researchers may investigate a specific culture with a larger sample size to predict millennials behavior.

This study has several implications that guide the global managers of several service and manufacturing industries to develop various positioning and relationship strategies for global brands to target Asian markets effectively.

Using attribution theory, this is the first novel research study that empirically discussed the dimensions of perceived brand authenticity, brand love, and Asian millennials' behavior toward global brands.

This study examined the effects of perceived brand localness (PBL) and perceived brand globalness (PBG) on consumer behavioral intentions (CBIs) (PI – purchase intentions, PP – price premium and WOM – word of mouth) via brand authenticity (BA). Additionally, this study considered the moderating impact of uncertainty avoidance (UA) and the control variable brand familiarity (BF) in emerging markets (EMs), specifically from China and Pakistan contexts.

This study scrutinized 1,638 responses (China, n = 804 and Pakistan, n = 834) from consumers who used discussed local and global brands. The proposed hypotheses were evaluated using the PLS-SEM technique.

The findings indicated that the PBL and PBG favorably impacted BA, which significantly affected CBIs in both EMs. Specifically, PBL strongly influenced BA in China, whereas PBG strongly affected BA in Pakistan. The direct effects of PBL and PBG supported CBIs (PI, PP and WOM) in Pakistan. Likewise, PBL was significant on PP and WOM, whereas PBG was significant on PP in China. In Pakistan, UA had a significant moderating impact on PBL and BA. Similarly, UA acted as a positive moderator between BA and CBIs (PI and WOM) in Pakistan but was not supported in China.

This study examined only two EMs. Future studies may examine emerging vs developed markets. Theoretically, PBL and PBG are important brand signals associated with brand authenticity that communicate to mitigate information asymmetry in EMs. Likewise, brand authenticity was recognized as a positive signal that effectively corresponds to CBIs (in terms of their PI, PP, WOM) by fulfilling brand promises in both EMs. Additionally, UA was proved an effective moderator, improving consumer perceptions of brand authenticity about local brands and increasing PI and WOM toward perceived authentic brands in Pakistan.

This research revealed important recommendations to help local and global managers in developing and executing several branding strategies in EMs (China and Pakistan). Practically, by improving the brand's localness and globalness, local and global managers may successfully position their brands to influence consumers' perceptions in EMs. Similarly, brand authenticity is a vital positioning tool for managers that favorably influence consumer behavior. Additionally, managers can segment and target their markets by classifying high and low UA consumers, particularly in Pakistan.

Following signaling theory, this is the first study that contributes toward CBIs in EMs via brand authenticity and considering cultural factors (uncertainty avoidance) from the domestic and international branding perspectives.

Drawing on the socially embedded model of thriving and the idiosyncrasy credit model of leadership, this study aims to develop a moderated mediation model to investigate the roles that are thriving at work and leader competency play in the link between leader humility and creative service performance (CSP) of hospitality frontline service employees (FSEs).

To test the moderated mediation model, the authors applied a time-lagged research design and collected multi-source data from locally owned, star-rated hotels headquartered in the capital city of Pakistan. The authors collected the multi-source data at three different points in time from employees and their respective supervisors (N = 52 managers and their 312 immediate employees).

The results denote that leader humility positively impacts CSP, thriving at work mediates this impact and leader competency not only moderates the connection between leader humility and thriving at work but also magnifies the indirect association between leader humility and CSP via thriving at work.

The moderated mediation framework based on the socially embedded model of thriving and the idiosyncrasy credit model of leadership will benefit future researchers and practitioners while exploring the impact of leader humility (LH) on FSEs’ CSP in the hospitality context.

The fundamental contribution of this study is developing and testing a research model that concentrates on the effects of leader humility on FSEs’ CSP. Moreover, by receiving support on the mediating role of thriving, this research further sheds light on how subordinates under the leader with humility demonstrate high CSP. In addition, the moderating role of leader competency found in this study further highlights that leader effectiveness depends on the degree to which employees perceive their leader as competent.

This research aims to investigate the impact of fear and perceived knowledge (PK) of Covid-19 on the sustainable consumption behaviour (SCB) of Muslim consumers and to test the mediating role of (intrinsic) religiosity.

A total of 417 responses were collected during Covid-19 lockdown through an online structured survey using the snowball technique. A two-step research approach was adopted. In Study 1, an exploratory factor analysis was performed on the SCB measurement scale through SPSS. In Study 2, hypothesised associations were analysed using SmartPLS-SEM.

PK of Covid-19 pandemic directly motivates SCB in Muslim consumers, whereas fear has no direct effect on any factor of SCB. Religiosity is found to be a significant driver of SCB. Indirect effects also depict that religiosity positively mediates the association between fear and SCB as well as PK and SCB.

The study may guide policymakers and marketers in using the current pandemic as a tool to inspire sustainable consumption. Religious values, teachings and knowledge about the pandemics can be publicised to create awareness and induce desired behaviour to cope with adverse events and adopt sustainable consumption patterns and lifestyles among Muslim consumers.

The article is the pioneer of its kind to present survey research about Covid-19 fear and PK’s impact on SCB through religiosity. It adds to the Islamic marketing literature about religiosity, coping theory, PK and fear of pandemics and their role in transitioning Muslim consumers towards SCB. Moreover, the use of partial least squares structural equation modelling in the context of Covid-19 research was extended.

Almost 90 per cent of the wheat produced in Pakistan is used for chapattis and rotis preparation. Unleavened flat bread (chapattis and rotis) is staple food of Pakistani population. The present study was carried out to prepare composite flour and to assess suitable level of composition. The main aim was to introduce soy hulls as a rich source of nutrients and to study its impact on the rheological and sensory properties of the products.

Soy hulls were combined wheat flour at 1.5, 3.0, 4.5, 6.0 and 7.5 per cent in order to prepare the composite flours. Composite flour and chapattis were analyzed for chemical composition, rheological and baking properties. Sensory evaluation (color, flavor, taste, texture, folding ability and chewing ability) of chapattis was also carried out for the acceptance of suitable level by the consumers.

The statistical analysis of data obtained showed significant increase in minerals (Fe, Zn, Cu, Mn, Ca and Mg), proximate composition and phytic acid content of flour. Significant decrease in phytate was found during baking of chapattis. Soy hulls supplementation also affects the water absorption dough development time, dough stability time significantly. Chapattis were found acceptable by the panel of judges up to 4.5 per cent supplementation of soy hulls.

Soy supplementation of wheat flour can be successfully carried out through flourmills and small‐scale grinders as it causes no problem in milling operations.

Presently soy hulls are used in animal feed to improve its nutrition quality. So it can be used in human food by giving due consideration to the antinutrtional factors that are present in soy hulls.

The purpose of this paper is to explore the prediction of competitive response based on the characteristics of market and non‐market actions comprehensively, and develop a four‐stage decision‐making model of firm's competitive action, which is significant for Chinese practicing managers when formulating and implementing the strategies, and further predicting competitors' strategic choices.

The research adopted the method of structured content analysis and carried out the survey in Chinese home appliance industry, mainly covering the largest firms, including TCL, Hisense, Changhong, Konka, Haier, and Skyworth. The method of multiple regression analysis was employed to test the hypotheses.

The results show that in order to comprehensively forecast competitor's responding behaviors, the firms could not only limit their perspective to market field but also pay attention to non‐market. Additionally, in the process of dynamic interaction, the attacking or responding action is not independent and it is related significantly to another three type decisions, which are market and non‐market, strategic and tactic, and collective and individual. Further, the study asserts that, in market field, tactic activity is more likely to trigger competitor's response than strategic one, while in non‐market, the situation is just the opposite. Meanwhile, the study figured out that individual market attack is easier to trigger individual market and non‐market response, as well as collective market response. While for non‐market action, whatever it is individual or collective, both would be easy to provoke competitor's collective response.

The research findings extend the existing competitive interaction theory to non‐market field. When forecasting competitor's choice of the competitive action, the firms could not only limit their perspective to market field but also pay attention to non‐market, attaching importance to certain situation of competitor's taking such non‐market action as corporate philanthropy, etc. to launch an attack or a response for gaining competitive advantage.