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The purpose of this qualitative comparative study was to explore the brand-switching behavior of Muslim consumers in selected cities from Pakistan and Malaysia.

Data were collected through interviews which were conducted with 30 participants including universities (5), shopping malls (5) and restaurant locations (5) of each country. The constant comparative analysis was used to analyze the data.

Results revealed that a demonstration of awareness of American brands, their image and perceived quality causes Muslim consumers to switch away from American brands to non-American brands. In addition, this study also showed that the certain reasons compel consumers to stay with American brands.

The findings are helpful for American brands in reconsidering their strategies while segmenting the Muslim consumers as target market.

This is the first paper of its kind to explore Muslim consumer brand-switching behavior by using a qualitative method.

This study aims to examine the hijab purchase intention of Muslim women by applying the theory of reasoned action: religious commitment, satisfaction (attitude), dressing style and knowledge source (subjective norms).

Data were collected from 603 Malay Muslim women in four universities through a self-administered questionnaire using a multi-stage cluster probability sampling technique. Smart PLS was used for data analysis.

The findings demonstrate that customers’ hijab purchase intention is significantly influenced by religious commitment, satisfaction, dressing style and knowledge source.

This study is for hijab designers because it is important for them to explore and examine the hijab purchase intention of Muslim women and then design the hijab accordingly, not only to capture a big segment in Kuala Lumpur but to obtain a competitive edge as well.

This is the first paper of its kind to examine the hijab purchase intention of Malay Muslim women.

The purpose of this research is to analyze the motivation behind the hijab behavior in a multicultural environment of Malaysia; it is a religious obligation or fashion behavior. In an analytic thinking of motivation in influencing women in wearing a hijab, learning from the social environment on religious obligation and fashion in hijab has been discussed.

Quantitative analysis has been conducted for 100 hijab-wearing female students in the University of Malaya.

The findings were tabulated and the outcomes proved that most of the women took the hijab as a religious obligation instead of fashion motivation. Muslim women are still taking on the religious obligation in styling up the hijab. Modification in the hijab can be accepted in Malaysia, but the substantial design to wear the hijab is an obligation.

This study exclusively discusses the hijab as fashion and religious obligation within the context of Malaysia.

The purpose of this paper is to examine the influence of customer equity on the brand-switching behaviour of millennial Muslim consumers in Pakistan and Malaysia using the theory of planned behaviour framework.

Data were collected from 706 millennial Muslim consumers from two universities in each country through a self-administered questionnaire using a multi-cluster probability sampling and were analysed using structural equation modelling.

The findings demonstrate that the customer equity dimensions (awareness of American brands, perceived quality and image of American brands) are significantly different between the two countries, and moreover, customer equity strongly influences the brand-switching intention behaviour in both countries, and this consequently influences the actual brand-switching behaviour.

This study is important for those firms who have many prospective switchers and Muslim consumers, because it is essential to understand why brand-switching behaviour occurs, and to what extent such firms can discourage such consumers from leaving the brand.

This is the first paper of its kind to examine the brand-switching behaviour of millennial Muslim consumers in two different cultures.

Limited research has investigated how spirit at work, functioning as a “good barrel,” fosters ethical decision-making (EDM) even in the presence of unethical managerial behavior (“bad apples”). Therefore, this study aims to investigate the spirit at work, a situational variable, as a moderating variable in the relationship between the love of money (LoM), an individual-level factor, and EDM.

A time-lagged survey of the members of the Marketing Association of Pakistan was conducted. The data were analyzed using partial least square structural equation modeling.

Adding to much of the existing research, which finds that LoM can influence ethical intention directly, this research finds that LoM influences ethical intention only through ethical judgment. Moreover, the spirit at work tempers the negative relationship between LoM and ethical judgment, thereby mitigating LoM’s detrimental effects not only on ethical judgment but also its downstream effects on ethical intention.

Organizations, by planting the seeds of spirit at work, can institutionalize good barrels, which can alleviate the negative effects of the marketing managers’ LoM, the root cause of unethical behavior. This way, this study establishes a business case for spirit at work.

The novelty of this study is the development and investigation of a holistic conceptual framework for EDM of marketing professionals that incorporates LoM as an antecedent, ethical judgment as an underlying mechanism, ethical intention as an outcome variable and spirit at work as a boundary condition.

Drawing upon the institutional theory, this study examines the influence of responsible leadership on firm performance. Furthermore, this research investigates environmental management practices (EnvMP) as an underlying mechanism and institutional pressures as boundary condition between responsible leadership and firm performance.

Time-lagged data were collected using survey-questionnaire from 385 mid-level employees of construction industry in Pakistan. Partial least square-structural equation modeling (PLS-SEM) was used to analyze the data.

Results demonstrate that responsible leadership impacts firm performance (financial and nonfinancial) directly and through EnvMP. Furthermore, institutional pressure moderates the link between responsible leadership and EnvMP. However, moderated mediation effect of intuitional pressures was found insignificant.

This study suggest that EnvMP is a key process through which responsible leadership influences firms' financial and nonfinancial performance and shed lights as to when responsible leaders matter most in terms of firm performance through low or high institutional pressures.

This paper is an early attempt which contributes to the body of literature on responsible leadership by investigating mechanisms (how) and boundary condition (when) through which responsible leadership influences firms' financial and environmental performance.

Although researchers have investigated thoroughly the consumer’s brand switching behaviour, the probability of confusion regarding “brand switching” is a less travelled road so far. Therefore, the purpose of current study is to investigate and highlight the underlying convincing parameters in relation to not switching from American brands within the context of millennial Muslim consumers in Pakistan and Malaysia.

Data were collected from 704 consumers living in two divergent cultures, who were asked about American brands. Two categories of “reasons to stay” were examined: switching barriers and affirmatory factors.

The main discovery was that staying reasons for specific brands could be different in two different cultures, but they influence the ultimate brand switching behaviour.

This study is important for those firms who have many prospective switchers because it is important to understand why these customers stay and discover to what extent such firms can discourage such consumers from leaving, in both positive and negative ways.

This is the first paper of its kind that examines the brand switching behaviour of millennial Muslim consumers.

Drawing from dynamic capability (DC) theory, this study aims to investigate how big data analytics (BDA)-enabled dynamic capabilities (DCs) prompt firm performance. This study proposes that BDA-enabled DCs lead firms toward simultaneous exploration and exploitation of new knowledge about markets and products (i.e. marketing ambidexterity) which in turn improves firms' market and financial performance. This study also examines if environmental dynamism strengthens the aforementioned relationship.

This study uses survey questionnaire and data were collected in the form of two heterogeneous samples from Turkey and Pakistan. Partial least square-structural equation modeling (PLS-SEM) was used to test the hypotheses.

Results reveal that BDA-enabled DCs positively affect both dimensions of marketing ambidexterity (exploration and exploitation). Marketing exploration and exploitation have positive effects on firms' market and financial performance. Results also demonstrate that environmental dynamism moderates the link between BDA-enabled DCs and firms' marketing exploitation. The moderating effect for BDA-enabled DCs and firms' marketing exploration was not consistent across both samples.

This study contributes to the literature of BDA and marketing ambidexterity in the light of DC theory in a way that when and how the marketing ambidexterity, derived from BDA-enabled DCs, has a positive impact on firm performance. Moreover, findings imply that the development and enhancement of BDA-enabled DCs facilitate firms to calibrate marketing exploitation and exploration to seek new knowledge about markets and products and using such knowledge to achieve superior performance.

The novelty of present study is development of dynamic capabilities-based framework which sheds light on the role of big data for sensing, seizing and (re)configuring firms' resources to develop marketing ambidextrous capabilities in order to stay successful. From methodological perspective, this study uses two heterogeneous samples to assess robustness of results for ensuring greater generalizability and theoretical resonance.

Using the conservation of resources (COR) theory, the present study aims to examine the role of participative leadership in frontline service employees (FLEs)’ service recovery performance. The present study also tests FLEs’ role breadth self-efficacy (RBSE) as a theoretically relevant mediator and FLE trait mindfulness as an important moderator.

Data were collected using time-lagged (three rounds, two weeks apart) from two sources (193 FLEs and 772 customers, who experienced a service failure). Structural equation modeling (Mplus, 8.6) was employed to analyze the data.

The results revealed that participative leadership was positively associated with FLEs service recovery performance, both directly and indirectly, via RBSE. The results also showed that FLE trait mindfulness moderated the link of participative leadership with RBSE and the indirect association of participative leadership with service recovery performance, via RBSE.

This study suggests that organizational leaders who exhibit participative leadership behavior are valuable for organizations. By demonstrating such behaviors, they boost FLEs' RBSE, which in turn improves their service recovery performance.

The present work makes important contributions to the literature on service recovery performance by foregrounding two important yet overlooked antecedents (participative leadership and RBSE) of FLE service recovery performance. The present work also contributes to the nascent literature on the antecedents and outcomes of RBSE in service contexts.

This study aims to investigate the effects of workplace cyberbullying on creativity directly and through psychological distress. Furthermore, this study proposes that psychological capital (PsyCap) buffers the harmful effects of workplace cyberbullying on psychological distress and creativity.

The data were collected in two waves from 329 nurses working in four large public hospitals located in a metropolitan city of Pakistan. The data were analyzed through PROCESS (Model 8) using SPSS.

The results demonstrate that cyberbullying negatively affects creativity through increased psychological distress. The findings also explicate that PsyCap moderates the effects of cyberbullying on psychological distress such that the link was weak (vs strong) for those (victims) who had high (vs low) PsyCap.

This study recommends management to develop and promote PsyCap among employees because these positive resources help them to regulate their emotions and cognition to overcome negative consequences of cyberbullying and other workplace stressors.

Psychological distress as an underlying mechanism between cyberbullying and creativity as well as buffering effect of PsyCap is the novelty of the study.