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The research concerning brand credibility of charity brands is scantly examined. The purpose of this paper is to examine the moderating role of brand credibility within the customer-based brand equity model to investigate donor perceived brand equity of charity brands.

In a cross-sectional research design, a survey-based research strategy is followed to collect data from 448 active Muslim donors in Pakistan. The collected data are analysed by employing confirmatory factor analysis based on Smart PLS 2.0.

The results indicate that donor perceived brand association, brand awareness and brand loyalty strongly relate to perceived brand equity of charity brands. The brand credibility moderates the relationship between perceived quality, equity and brand loyalty, and equity paths.

The charity brands need to focus on building a strong brand image and reputation to uplift brand credibility which can be achieved by offering training programmes addressing various social causes such as HIV and Cancer prevention.

The proposed moderating effects of brand credibility and its application to charity brands operating in an Asian Muslim country context are unique products of this study.

Customers' focus increasingly turns to the green practices of firms. Organizations need to rethink their strategies and position themselves concerning their environmental responsibility. The idea behind this study is to observe the influence of hotel website quality and hotel environmental management initiative (HEMI) on green customer loyalty in the Pakistan hotel industry with the mediating role of green trust (GT) and green satisfaction (GS).

The study is quantitative, and partial least squares structural equation modelling followed to test the proposed hypotheses. A total of 542 questionnaires were used for analysis through SPSS 25.0 and SmartPLS 3.2.9.

The findings confirm the proposed positive influence of hotel website quality and HEMI on green customer loyalty. Moreover, GT and GS significantly mediate the relationship, further enhancing the relevance of green practices for hotels.

Hotel management can get maximum customer loyalty to concentrate on hotel website quality, HEMI, GT and GS.

This study aims to develop a research model to incorporate hotel website quality, HEMI, GT, GS and green customer loyalty by using signalling theory and natural resource-based view theory that prior studies ignored.

The primary aim of this study is to investigate how Islamic religiosity shapes the ethical attitude of customer relationship managers while predicting their behaviours.

A survey-based, cross-sectional data is collected from 257 customer relationship managers working in leading Islamic Banks in Pakistan.

Results demonstrate that religiosity positively influences the attitude of managers. Furthermore, the effect of subjective norms to predict ethical intentions is found insignificant which opens a new debate for the scholarly community.

A key contribution of this study is the investigation of Islamic religiosity as a predictor of managerial attitude. Furthermore, the context of Islamic bank managers is a new context of this investigation.

This study explored the relationship between local food consumption value and satisfaction with local food, leading to behavioral intention. Moreover, tourist's involvement is used as a mediator, and COVID-19 fear moderates between satisfaction with local food and behavioral intention.

Structural equation modeling (SEM) technique presents researchers with extra flexibility and better research conclusions. This study used Partial Equation Modeling SEM to test the proposed hypotheses. The convenience sampling technique was used to collect data, and 339 questionnaires were part of the final analysis.

The results reveal that local food consumption value is positively associated with local food satisfaction except for emotional value. Satisfaction on local food significantly determined tourist's involvement and behavioral intention. Tourist's involvement is positively related to behavioral intention. Despite this, COVID-19 fear significantly decreases behavioral intention. Tourist's involvement significantly mediates, and COVID-19 fear moderates between satisfaction with local food and behavioral intention significantly.

The results of our research will support scholars and practitioners to recognize the importance of factors that influence people's intention to eat local food. Besides, our research offers a significant policy to get maximum benefits for the tourism industry in Pakistan.

To the author's knowledge, our study initially incorporates a research model in the COVID-19 pandemic and covers local food consumption value, satisfaction on local food, tourist's involvement and COVID-19 fear to determine the behavioral intention of people to eat local food. Besides, consumption value theory was used to build a research framework.

There is extensive research where consumer emotions of brand love and brand hate are investigated. However, the studies where a transition in consumer-brand emotions is explored are scant. This paper aims to investigate the mediating effect of brand jealousy in the relationship between brand love and brand hate among luxury fashion brand consumers. Also how value expressiveness moderates the relationship between brand hate and negative word of mouth (NWOM) is examined.

The study is based on a cross-sectional survey conducted among 273 luxury fashion consumers from Pakistan. The structural equation modeling (SEM) technique is employed to test the proposed hypotheses.

All the proposed hypotheses are supported. Brand jealousy mediates the relationship between brand love and brand hate. Furthermore, value expressiveness buffers the relationship between brand hate and NWOM.

The luxury fashion marketers should focus on strengthening the symbolic identity of a luxury fashion brand via advocating its visual elements. Moreover, there is a need to advertise luxury fashion brands as exclusive to individual customers. Finally, some rewards can be offered to consumers to generate positive word of mouth (WOM) about luxury fashion brands.

The study of an emotional transition among luxury brand customers via a mediating role of brand jealousy is a unique theoretical contribution. Moreover, the moderating role of the value-expressiveness function examining the hate-to-NWOM path is also unique to this study.

This study aims to investigate the relationship between institutional trust, dispositional trust and trust in takaful products with the mediating effect of service-provider expertise.

The data for this study were collected from 385 takaful policyholders from Lahore and Islamabad, Pakistan. The relationship is estimated with PLS-SEM using the bias-corrected bootstrapping method.

For paths 1 and 2, the results suggest a significant positive relationship between institutional trust, dispositional trust, service provider expertise and trust in takaful products. Results for the bias-corrected bootstrapping model revealed that service provider expertise mediates the relationship between intuitional trust, dispositional trust and trust in takaful products.

Data were collected from provincial and federal capital cities of Pakistan where institutional setting is much much as compared to other cities

From the managerial perspective, the dispositional trust would help them in choosing appropriate marketing strategy, segmentation, new product development, targeting and positioning to increase penetration. At the same time, takaful companies need to improve their expertise, knowledge and information-sharing mechanism for fostering overall consumer perception of trust in takaful products.

Insurance, conventional or Islamic, is meant to transfer risk to the third party. Regulators need to improve overall institutional factors because improvement will strengthen the trust level of the general public. Stringent institutional settings act as a sense of strong structural assurance and situational normality. A rise in trust level would induce people to purchase more policies and carry on risky investments that would ultimately result in higher economic growth.

To the best of the authors’ knowledge, no empirical study has been conducted to examine the impact of institutional and dispositional trust on trust in takaful products with the mediating effect of service provider expertise

This study aims to explore how consumers gain identity from consumption of religious symbols in a Muslim, collectivist cultural context.

The authors interviewed 63 consumers, recruited by means of a purposive sampling technique. The interviews focused on exploration of Islamic services and religious symbols which were later categorized as high and low religious symbols and services.

The results reveal a typology of religious symbols and Islamic religious services as perceived by Muslim informants. They recalled Mosque for prayer, Hijab for promotion of Islamic education and Khana Kaaba for performance of Hajj and Umrah services. Furthermore, the spiritual and emotional connections via consumption of Islamic acts as services are explored.

The marketing managers need to understand and realize the importance of these classifications. A symbol which is perceived as non-religious must be avoided while branding various services. Furthermore, efforts are needed to advocate performance of religious activities in addition to consumption of various service brands. This can really add value to the lives of Muslim consumers – a realization that can emotionally connect consumers with service brands. However, religion is of paramount importance while designing, offering and promoting services.

The study of services marketing based on consumption of religious symbols and services in a Muslim context are unique to this study. The typology of low and high religious services and symbols is also significant contribution of this study.