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Browsing MS (Marketing & Sales) (BUIC) by Issue Date

Browsing MS (Marketing & Sales) (BUIC) by Issue Date

Now showing items 1-20 of 58

Branded Meat Buying Behavior Developing & Testing of Model for Pakistani Consumer Market

Zia ul Abrar, 01-394182-012 (Management Studies BUIC, 2019)

This paper aims to investigate how consumer’s intention to buy branded meat in Pakistan is being developed using Theory of Planned Behavior (TPB). Furthermore, the study has used additional constructs (health consciousness, ...
Impact of Destination Attractiveness on Destination Attachment: The Mediating Role of Tourist’s Attitude Towards Islamabad.

Tania Mateen, 01-394181-008 (Management Studies BUIC, 2019)

There has been an increasing interest among both academia and policy makers to develop tourism in recent times. The contribution of tourism in uplifting the economy is also well documented. Accordingly, the present study ...
Role of Digital Marketing on SMEs (Small And Medium Enterprises) Effectiveness

Bushra Tariq, 01-394182-001 (Management Studies BUIC, 2019)

The main aim of the study is to investigate the role of digital marketing on small medium enterprises (SMEs) effectiveness. Moreover, the study aims to observe the moderating role of marketing capabilities to moderate the ...
Importance of Top Management Support in the Adoption of Unified Communication and Collaboration, a Pakistan Telco's Study

Syed Muhammad Aqeel Irshad, 01-394181-007 (Management Studies BUIC, 2019)

The way how we communicate is changing for the better. The globally IT transformation has forced enterprises to re-evaluate the way they do business. The businesses have implemented new and efficient systems that are ...
Factors Influencing Continuous Intention to play Online Games among Gamers using Uses and Gratification Theory: The Mediating Role of Gamer Satisfaction

Rehan Ahmad, 01 -394181-004 (Management Studies BUIC, 2019)

It is a challenge for online game vendors to retain the online game players as they found an alternate game to satisfy their gratifications. The study is conducted on behavioral intentions of on line gamers that lead them ...
Impact of Complaint Handling, Brand Commitment and Brand Credibility on Brand Trust with Mediating Role of Customer Satisfaction

Haritum Khan, 01-394181-011 (Management Studies BUIC, 2019)

The study is about the telecommunication sector of Pakistan to find the impacts of compliant handling, brand credibility and brand commitment on brand trust with mediation role of customer satisfaction. The study is conducted ...
A Comparative Analysis of Impact of Youtube Videos On Consumer’s Purchase Intention: A Survey Of University Students Of Islamabad, Pakistan

Mohsin Zahid Khan, 01-394182-006 (Management Studies BUIC, 2019)

YouTube is one of the new social media platforms that has received minimal research related to consumer purchase behavior. This paper aims to identify the factors that affect purchase intention of consumers who watch product ...
Salesperson’s Response to Status and Physical Attractiveness Signals of Luxury Shoppers In Fashion Retailing Pakistan

Iffa Anwar, 01-394182-003 (Management Studies BUIC, 2019)

This study examines the impact of activation of socioeconomic status and physical attractiveness stereotypes on the interpersonal orientation, service quality and preferential treatment of a salesperson in the context of ...
Factors Influencing the Adoption of Mobile Banking in Pakistan: An Application of SOR Model

Syed Ali Muhammad Rizvi, 01-394181-006 (Management Studies BUIC, 2019)

In this era, where banking transactions are mostly done through ADC (Alternative Delivery Channels) which includes mobile banking. This study aims to identify the predictors of the adoption of bank focused mobile banking. ...
Consumer Behavior on Mobile Banking: An Empirical understanding on Adoption of Mobile Banking

Muhammad Waqas, 01-294172-012 (Management Studies BUIC, 2019)

Use of mobile banking has now become an essential source of fast transactions. Globalization and fast-growing technology have made it a need for adapting the mobile banking. This study was carried out to investigate the ...
The Examine the Mediation Impact of Perceived Value on the Relationship of Service Quality, Store Environment, Brand Personification and Store Location on Customer Retail Love in Pakistan

Anwar Hussain Bangash, 01-394181-001 (Management Studies BUIC, 2019)

The mam purpose of this research is to examine the effect of service quality, store environment, brand personification and store location on customer retail love with mediator role of perceived value. This research is ...
An Empirical Examination from the Antecedents of Impulsive Buying: Evidence from Twin Cities of Pakistan

Sania Malik, 01-394181-005 (Management Studies BUIC, 2019)

Impulsive buying is considered as an important factor in increasing the sales volume in the retail sector. Impulsive buying has been investigated in past studies in the retail settings of small cites. However, several ...
Measuring Brand Loyalty of Automobile Users in Virtual Brand Communities (of Pakistan)

Zain Abbas, 01-394191-009 (Management Studies BUIC, 2019)

The aim of this study was to measure the brand loyalty of automobile users in virtual brand communities of Pakistan. For this reason, a quantitative approach was chosen to conduct a survey within the virtual community of ...
Impact of Social Exchange & Social Identification Variables on Electronic Word of Mouth : Mediating Role of Customer Commitment

Muhammad Hamza Abbasi, 01-394181-003 (Management Studies BUIC, 2019)

To increase the understanding of the customer engagement with the brand, this study examine the social exchange and social identification marketing variables. Consequently this study develops and test the model that emulates ...
Luxury Products Buying Behavior Among Pakistani Consumers While Employing Post Materialism Theory

Mujtaba Ali, 01-394181-012 (Management Studies BUIC, 2019)

The luxury brands compete in a highly competitive marketplace, where behaviour of consumers play a vital role in success of the luxury brands. Therefore, buying behaviour or purchase intention of consumers is associated ...
Factors determining the intention to use peer-to-peer ride- hailing service platforms in Pakistan

Muhammad Haider Khan, 01-294172-004 (Bahria University Islamabad Campus, 2019)

Since the rapid popularity of platforms like Careem and Uber in Pakistan, the concept of peer-topeer ride-hailing and adoption of Sharing Economy has taken acceleration while inspiring digital startup industry to work ...
Pakistani consumers’ motives behind compulsive buying of clothing brands: the moderating role of attachment styles

Anam Shabir Kiani, 01-294172-001 (Bahria University Islamabad Campus, 2019)

The aim of this study is to examine the Pakistani consumers’ compulsive buying behavior and motives such as self- congruence and materialism, which influences them towards compulsive buying of branded clothes. This study ...
Pakistani young consumers’ purchase intention in the restaurant industry: measuring mediation role of E-WOM and CBBE

Gul-e-Zahra, 01-294172-010 (Bahria University Islamabad Campus, 2019)

Today, with this increasing use of Internet and Social media and the ability and familiarity of young consumers, they have been able to engage more in electronic communication, reviews and word of mouth. This study seeks ...
Determinants of Young Pakistani Consumer Intentions to Use Smartphones for Mobile Gaming: the Prominence of Utilitarian, Hedonic and Escapist Motivations

Nida Naz Butt, 01-394182-009 (Management Studies BUIC, 2019)

This study aims to study the determinants of young Pakistani consumers to use smartphones for gaming. Gaming through mobile phones have plateaued in recent years. It is a $25.8 billion industry and since 2014 to 2016 it ...
Impacts of housing attributes and service quality features on residential satisfaction in Pakistan

Safdar Iqbal, 01-294172-007 (Bahria University Islamabad Campus, 2019)

This study is to evaluate impacts of different attributes of house and developers service quality on overall post purchase satisfaction of house buyers in Pakistan. Survey method is used to collect the primary data through ...

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