Cultural heritage embodied in traditional crafts is an integral part of any nation which reflects the culture and tradition of a particular region. Although the importance of handicraft has been widely recognized, the literature regarding preservation of traditional craft is scarce. The present paper aimed to explore and identify issues faced by traditional craftsmanship in developing countries and to address those issues in order to contribute to the sustainability of traditional craft heritage and ensure continuous transmission of craft skills and knowledge from generation to generation. Our study identified several key issues which poses substantial challenges to the preservation of traditional craft heritage in developing countries. In order to add empirical evidence, we examined the case of Pakistani handicraft industry that provided further understanding of highlighted issues which traditional craft heritage face. We have suggested some policies to promote, develop and preserve the traditional craft heritage. The significance of these policy suggestions is underlined with the case study of Pakistan.

This study analyzes the influence of apparel/clothing brand social media marketing activities (SMMAs) on brand equity and customer response in Pakistan. First, the current SMMAs are examined; then, we propose new attributes, i.e., fundamental social media marketing activities (FSMMAs) and sophisticated social media marketing activities (SSMMAs) such as interactions, sharing, and trendiness. Second, the influence of innovative components, i.e., FSMMAs and SSMMAs, are analyzed regarding brand equity and customer response toward apparel brands. A survey was conducted with a total of 406 Pakistani customers who used apparel brands, and the collected data were analyzed through confirmatory factor analysis (CFA) and Hayes PROCESS macro in SPSS. From the empirical results, we concluded that apparel brand equity (i.e., brand awareness, brand image) significantly mediates the relationship between FSMMAs and customer response (price premium willingness, customer loyalty). Moreover, it is also determined that SSMMAs moderate the indirect association of FSMMAs and customer response via brand equity.

This study provides new insights into the influence of music-message congruency on behavior intentions. A serial multiple mediation model in which the relationship between music-message congruency and behavior intentions is sequentially mediated by arousal and brand trust was constructed and tested. A total of 261 valid questionnaires were obtained after participants watched the online video advertisements. PROCESS macro for SPSS was then used to test the serial mediation hypotheses. The results showed that: (1) music-message congruency has a positive effect on behavior intentions; (2) brand trust plays a partial mediating role between music-message congruency and behavior intentions, and (3) arousal and brand trust mediate the relationship between music-message congruency and behavior intentions sequentially.

This research discusses the effect of advertising wearout on consumers when it comes to online video advertisements. By analyzing the collected data (n=231) using partial least square SEM, it is found advertising wearout was positively correlated with irritation, while irritation was negatively correlated with loyalty. Additionally, consumer involvement moderated the relationship of irritation and loyalty.

Strengthening the social public service system is a crucial measure in ensuring and enhancing people's livelihood. Studying the temporal and spatial evolution of public services during the 13th Five-Year Plan period is of great practical significance for the national and local governments to further enhance the policy system of public services. Using panel data from 21 cities of Sichuan Province, analysis techniques including entropy weight TOPSIS were used to examine the temporal and spatial evolution of the province's basic public service level. The results showed that during the "13th Five-Year Plan" period, Sichuan Province's basic public service level increased steadily, although there were wide disparities between regions and the overall trend showed expansion and bipolarization.