Purpose: This research investigates the effects of multidimensional brand experiences (i.e. behavioral, intellectual, affective and sensory) on brand authenticity and brand love from the Asian consumers' perspective.Design/methodology/approach: This research collected primary data from 418 consumers on global brands, and it tested the proposed hypotheses by using partial least squares structural equation modeling (PLS-SEM).Findings: The findings indicate that sensory and affective experiences have direct significant impacts on brand love, while intellectual and behavioral experiences have nonsignificant impacts on brand love. Overall, intellectual, behavioral, affective and sensory experiences positively influence brand authenticity, which in turn have substantial positive impacts on brand love.Research limitations/implications: This study investigated consumer behavior in a broader sense, and consumers from 13 Asian countries participated in this research. Future research may collect data on a larger scale from Asian countries to generalize the results.Practical implications: By following brand authenticity as an essential positioning tool and implementing several experiential marketing strategies, global managers can develop brand-loving consumers in Asia.Originality/value: Under the parasol of attribution theory, this research explores the relationships among the multidimensional brand experiences, brand authenticity and brand love from the Asian perspective.

The study aimed to investigate the most effective leadership style that enhances the employees’ performance at the workplace and also evaluate the impact of leadership styles (Laissez-faire leadership, Transformational leadership, Transactional leadership,) on employees’ performance in the textile sector of Pakistan. The study explored the moderating role of Positive psychological capital to examine the relationship between leadership styles and employee performance. A quantitative research technique was used, and Data were collected from the lower to middle-level manager of the textile sector. The findings of this study showed that laissez-faire leadership has a significant but negative impact on employee’s performance; however the moderating effect of psychological capital has made this relationship negatively significant. Transformational leadership has a significant impact on employee performance. Moreover, transactional leadership has an insignificant effect on employee performance by adding psychological capital as a moderator; this relationship has become positively significant. The textile organisations of Pakistan have been facing many challenges, including lower employee satisfaction and performance. Through the transformational leadership styles, the organisations may improve the employees’ performance as the study supported this argument. The results would have practical implications for policymakers, employees, and management. The study has contributed in developing the relationship between the leadership styles and employee performance by adding an unexplored moderator, which is – Positive psychological capital – in an ignored social setting of the textile organisation.

Purpose: In the modern era, brand authenticity is one of the most powerful positioning strategies for sustainable business growth. This study investigated the impacts of perceived brand authenticity dimensions (i.e., quality commitment, heritage, sincerity) on brand love to predict Generation Y's behavior from the Asian context.Design/methodology/approach: This is new empirical research that tested the proposed hypotheses through PLS-SEM, as PLS is the most robust technique for predicting consumer behavior. Importantly, consumers (of Generation Y) from five Asian countries contributed to this study, and data collected from 427 Asian millennials on global brands.Findings: The results analysis revealed that perceived brand authenticity dimensions significantly impacted brand love, which positively affected Asian millennials' behavioral outcomes (i.e., continuous purchase intention and price premium).Research limitations/implications: This study investigated dimensions of perceived brand authenticity to predict Asian millennials' behavioral outcomes in a broader perspective. Future researchers may investigate a specific culture with a larger sample size to predict millennials behavior.Practical implications: This study has several implications that guide the global managers of several service and manufacturing industries to develop various positioning and relationship strategies for global brands to target Asian markets effectively.Originality/value: Using attribution theory, this is the first novel research study that empirically discussed the dimensions of perceived brand authenticity, brand love, and Asian millennials' behavior toward global brands.

Green consumption and pro-environmental behaviour have attracted considerable attention from academic marketing scholars. From the South Asian perspective, investigation on environmental awareness, social recognition, and self-image building through green consumption is very limited, particularly for young generations. Therefore, this study seeks to comprehend the motives of consumers that belong to generations Y & Z towards green apparel purchases. The theoretical base integrates the (TBP) Theory of Planned Behaviour with three additional constructs of Environmental Apparel knowledge (EAK), Social Status (SS), Green self-concept (GSC). An online survey of 347 consumers belonging to generation Y & Z was conducted. For determining measurement and structural models, Structural Equation Modelling (SEM-PLS) was employed. The results indicated that Environmental Apparel Knowledge (EAK) and Green Self-concept (GSC) positively impact attitude towards green apparel, subjective norms (SN), perceived behavioural control (PBC), and purchase intention towards green apparel. In contrast, Social Status (SS) only impacts subjective norms. Moreover, mediation analysis showed that attitude mediated all relationships between Environmental Apparel knowledge (EAK), Social Status (SS), Green self-concept (GSC), and purchase intention towards green apparel. However, perceived behavioural control only mediated Green self-concept (GSC) and purchase intention, while subjective norm did not mediate any relationship. The study contributes to the existing literature by examining young green consumers’ specific personal and social values. It highlighted the role of knowledge about environmental concerns in designing purchase intention strategies for emerging countries. Practical implications for marketers and policymakers were presented.

Purpose: This study investigated the role of brand experience dimensions (behavioral, intellectual, sensory and affective) to predict consumer loyalty (repurchase intention (RPI), word of mouth (WOM) and willingness to pay more (WPM)) through the mediating role of perceived brand authenticity (PBA) in the global branding context.Design/methodology/approach: A total of 422 consumers participated in this study and provided feedback on top authentic global brands after completing a self-administered online survey. Partial least squares structural equation modeling (PLS-SEM) was used to conduct the data analysis.Findings: This study discovered that brand experience dimensions positively influenced PBA (predominantly sensory and intellectual experiences), which significantly predicted consumer loyalty (RPI, WOM and WPM).Research limitations/implications: This research uncovered some limitations that can be used to investigate new research possibilities. From a theoretical standpoint, this study offers new insights into brand experience dimensions (BEDs), PBA and consumer loyalty in order to develop consumer-brand relationships.Practical implications: This study offered several managerial recommendations. By considering brand authenticity as a positioning tool, global managers can effectively develop and implement various experiential marketing strategies to develop long-term relationships with consumers to attain their loyalty.Originality/value: This is a new study that uses Fournier's relationship theory to investigate BEDs on PBA to predict consumer loyalty in the context of authentic global brands.

Purpose: The study aims to investigate the impact of perceived brand localness (PBL) and perceived brand globalness (PBG) on brand authenticity (BA) to predict consumers' attitudes toward local and global brands in two Asian markets. Further, the study examines the moderating role of uncertainty avoidance (UA) after controlling the effects of brand familiarity (BF) in Asian markets (China and Pakistan).Design/methodology/approach: In accordance with the non-probability technique and through an online survey, the study collected 1,880 responses (on local and global brands) from China and Pakistan. Partial least square structural equation modeling (PLS-SEM) is the most robust technique applied to examine the proposed hypotheses in the Asian environment.Findings: After controlling the effects of BF, the findings revealed that PBL and PBG positively influenced consumers' perceptions of BA, which had a significant impact on consumers' brand attitudes toward both local and global brands in Asian markets. Further, the research identified that BA was an essential mediator from the Asian perspective. The interaction effects of UA and PBL on BA were discovered positively significant in Pakistan, whereas the effects of UA and PBG on BA were found negatively significant in Pakistan and had no effects in China.Research limitations/implications: The research focused on two Asian countries (China and Pakistan). However, future researchers may collect additional data from other Asian countries in order to generalize the findings in all Asian markets.Practical implications: The research assists local and global managers in designing and implementing various targeting, positioning and segmentation strategies for successfully managing businesses in Asian markets.Originality/value: The novel research is based on signaling theory that contributes to the local and global branding domains from the Asian perspective (China and Pakistan).