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The purpose of this paper is to scrutinize the marketing orientation and market-oriented cultural elements of integrated Islamic schools. These integrated schools teach modern science curriculum alongside comprehensive religious instruction in an Islamic environment.

This is an inductive, exploratory research from an interpretivist study. Narrative inquiry was undertaken to understand the perceptions, attitudes and actions of school senior management and teachers. Content analysis of the school websites and social media pages was carried out. In total, 7 schools and 16 respondents became part of the purposive sample.

The presence of several integrated Islamic schools, experienced Islamic education leadership and Islamic education consultants are evidence of a growing sector. The schools are technologically enabled, strongly customer-oriented and adept at inter-functional coordination. The need-gap found in this sector is in competitor orientation, curriculum development and recruitment of specific criteria-based staff.

With the mushrooming of integrated Islamic schools in Pakistan, the level of competition has also risen. The schools have made a considerable investment and strives to maintain and increase the enrollment rate of the institute. This research can enlighten integrated Islamic educators about effective education marketing practices and the prevalence of marketing orientation in such schools.

In Pakistan, private primary schools strive to differentiate themselves and competitively position their value proposition. The marketization of education has begun to affect perceptions of school staff, teachers, students and academic work itself. Yet, there is scarce exploratory research on marketing done by integrated Islamic primary schools. This study will contribute foundational work for the development of a holistic marketing model tailored to the requirements of integrated Islamic schools.

The study aims to examine the role of consumer psychological attitude, subjective norm, perceived behavior control and pro-environmental self-identity on green food purchase intention. Also, it examines the effect of ecological conscious consumers' behavior (ECCB) on green intention and behavior.

The study has focused on the upper-middle-class segment of Karachi. The authors have used area sampling for collecting the data. Six recruited enumerators distributed 450 questionnaires in five areas of Karachi and received 423 filled-in questionnaires. The study has used the Smart PLS version for data analysis.

The study found that biospheric egoistic and hedonic values affect attitudes toward green products, and altruistic values have no effect on attitude. Also, the authors did not find any association between attitude and green purchase intention, but found that attitude stimulates ECCB. Subjective norms and perceived behavior control strongly affect green purchase intention and ECCB. The results also suggest that pro-environment self-identity and ECCB are significant predictors of green purchase intention. The authors also found that green purchase intention stimulates green food behavior.

The authors have taken a holistic approach by investigating 13relationships. The authors also examined the association between hedonic values and green purchase intentions, which in the past studies have contradictory results.

The primary objective of this study is to investigate the impact of a host country's corruption on the autonomy of a foreign subsidiary from a country with lower tolerance for corruption. In doing so, the study examines the moderating role of subsidiary-headquarters communication and multinational corporation's (MNC's) prior international experience in countries with a higher tolerance for corruption.

The data were collected from 182 foreign subsidiaries of 57 Malaysian MNCs operating in 16 host countries. The study employed ordinary least square (OLS) using Stata16.1 to analyze the modeled relationships.

The findings of this study reveal a significant positive association between the extent of corruption in the host country and the subsidiary's autonomy. The findings illustrate that an MNC's prior experience in the country with an increased tolerance for corruption does not moderate the association between corruption and subsidiary autonomy. However, the findings also confirm that the extent of headquarters-subsidiary communication negatively moderates the association between corruption and subsidiary autonomy.

The study uses unique data collected from Malaysian MNCs. Furthermore, the study contributes to the literature by bringing forth subsidiary autonomy as a counter strategy to potential risks that can arise due to weak institutions and widespread corruption in a host country.

Branding plays a vital role in the success of every organization and even industry. In Islamic countries, every organization must consider Sharia rules while strategy making. Nowadays, the supply chain is considered a major tool of branding and marketing. After an extensive literature review, it has been found that the studies that test the marketing advantages (MAs) and sustainable competitiveness through branding are scarce. The purpose of this study is to empirically examine the relationship between branding and MAs and mediating the role of sustainable competitiveness.

This is a quantitative study. An instrument was adopted, and data were collected. The researchers tested the hypotheses from the survey data from 179 electronic organizations. The data ware analyzed through structural equation modeling to examine the proposed hypothesis of this study.

The findings indicate that the relationship among dimensions of branding attitude and MAs were supported (expect reliability). Additionally, this study also revealed that a sustainable competitive variable plays a substantial role as a mediating variable in those relationships.

This study is a cross-sectional survey. Consequently, the limited sample size from the electric industry may affect the power of generalizability. The next study may be demonstrated for other industries to respect the nature of the branding and MAs among the managerial staff of other industries.

This study will help managers to understand how to use the supply chain as branding for their MAs through sustainable competitiveness.

This study adds practical value to the literature on sustainable competitive, branding and MA and supply chain. The study shows that sustainable competitiveness has varying mediating effects on industry value.

This paper aims to understand the religio-spiritual insights of the consumers and investigate their relationship with the consumers’ attitude towards advertising and its antecedents. Religious festivals, such as Ramadan, are celebrated with high religio-spiritual contemplations, which are often targeted by intensive marketing campaigns. During these religious festivals, consumers’ attitude toward advertising is influenced when television commercials contain “unnecessary” entertainment, “inappropriate casting” of celebrities with less credibility, “cluttered” information, “phony claims” related to good for economy and “annoying content” increasing consumers’ irritation.

This study developed a higher-order construct of religio-spiritual insights and used “Theory of Reasoned Action” for measuring the effect of religio-spiritual insights on consumers’ attitude toward advertising. Exploratory sequential mixed methods research design was used to develop and validate the instrument. A total of 30 semi-structured interviews were conducted during i-depth analysis phase to generate themes and questionnaire. During instrument validation phase, 839 Muslim consumers were surveyed by using the questionnaire, and instrument was validated by using the co-variance-based structural equation modeling approach.

This study develops and validates the instrument of religio-spiritual insights and identifies its significant direct and mediating effects between the consumer’s attitude toward advertising and its determinants.

The newly developed instrument of religio-spiritual insights is based on six dimensions, namely, “beliefs and practices,” “association with higher power,” “interconnectedness,” “self-actualization,” “heart and mind involvement,” “knowledge and meanings.” This instrument of religio-spiritual insights was validated and then tested by using a conceptual framework based on the several variables, such as attitude toward advertising, irritation, good for economy, entertainment, credibility and information.

This study aims to examine the effects of the advertising appeals (AP) on consumers’ behavioural intention, specifically to use global brands. In addition, the study investigates how attitude operates as a process variable that mediates the relationship between AP and behavioural intention (BI). This paper also explores the congruity of individuals’ norms in advertising appeal–intention relationship. Centred on the theory of planned behaviour, this study proposes a model that encompasses norm congruence, in which the degree of individuals’ uncertainty avoidance (UA) moderates the relationship between advertising appeal (AP) and behavioural intention (BI), and attitude towards advertising appeal (AT) serve as key causal mechanism that mediates advertising appeal–behaviour relationship.

The proposed model was tested using a 2 × 2 experimental design with a sample size of 372.

Results showed that the relationship between AP and BI based on global brands is significantly mediated by attitude towards AP and moderated by uncertainty avoidance. These findings have yielded partial validation of the proposed model and have provided empirical support for the roles of uncertainty avoidance and attitude towards AP.

The authors propose that marketers should reduce the level of consumers’ uncertainty. Uncertainty avoidance effects can be achieved through the dissemination of norm-congruent advertisement appeals and by placing more weight on social compatibility attributes which may gratify consumers’ interest, sebsequently enhance the intention of Muslim consumers to use global brands.

A moderator is a variable that affects the strength of the relation between the predictor and criterion variable. This paper also explores the congruity of individuals’ norms in advertising appeal–intention relationship. Previous studies did not capture any effects of culturally congruent advertising appeals by considering the level of uncertainty avoidance influence on individuals’ intention to use global brands in a Muslim country context. In response to the recent calls for research to re-examine the antecedents of the theory of planned behaviour, this study re-evaluates the roles of attitude towards AP and the interaction of cultural norms.