Purpose: The purpose of this study is to find the influence of brand experience on brand equity with the mediation of hedonic emotions, utilitarian emotions and brand personality among the smartphone users in Pakistan. Design/methodology/approach: The survey based on empirical method was used to administrate the questionnaire. The data were collected from a millennial generation in Sargodha city. Skewness, Kurtosis’s, correlation and regression techniques were used to analyze data. Findings: The finding of this study shows that the hedonic emotions, utilitarian emotions and brand personality mediate the relation between brand experience and brand equity. The study will help brand managers and academia in understanding the hedonic and utilitarian emotional pattern, and the congruence between the personality and smartphone brand users and behavior pattern of young users. Research limitations/implications: Research support the argument that promoting emotional aspects is significant for the sustainability of brand equity of the smart-phone brands. Segments other than young consumers would be more interesting to study. Practical implications: This paper provides implications for smart phone marketers on smart phone consumption behavior. Marketing managers must link products attributes to the personality of the user and promote them that will emotionally attach users to the product. Originality/value: This paper presents key findings on smart phone buying experience using utilitarian value approach followed by hedonic consumption approach and found to be significant predicators.

Purpose: – The purpose of this paper is to explore how consumers’ socialization influences soft drink consumption behavior in Pakistan. Since consumer socialization has long been considered but it is important to understand whether the extent of consumer socialization in terms of soft drink consumption influences consumer behavior by taking into consideration consumer cohorts. Design/methodology/approach: – The quantitative research is based on consumer survey method by using Likert scale questionnaire. Convenience sampling technique with a sample size of 637 is used. Data are analyzed by using cronbach α, ANOVA, correlation and multiple regressions. Findings: – Overall, the findings maintain the impact of consumer socialization on soft drink consumption. Such influence of consumer socialization through social media, cultural groups and social groups encourages soft drink socialization behavior. Additionally there is also an evidence of mediating role of consumer generational behavior in soft drink consumption. Research limitations/implications: – The results of this paper extend knowledge of how consumer socialization affects soft drink consumption behavior and provide important insights into how consumer cohorts should be targeted. The Chosen research approach is a limitation of the study. Practical implications: – The results are of value to academic researchers, soft drink industry practitioners in a way that it will help them to portray marketing and advertising activities by taking into consideration consumer cohorts behavior. Social implications: – This paper addresses an untapped issue on how cohorts socialization at different social setting impact on consumer soft drink consumption behavior. Originality/value: – This paper fulfills a recognized need to study soft drink socialization in terms of cohort’s behavior.

This research investigates the complex relationships between fast‐food addiction (FFA) and fast food‐anti‐consumption (FFAC). Specifically, we propose an intervening process through which FFA turns into FFAC. Using a randomised sample of 437 respondents from Sichuan Province, China, this study tests how concern about obesity and chronic disease arising from FFA can lead to FFAC. Consistent with published research, we find that consumers' situations (availability of fast‐foods, attitudes towards food) coupled with food‐based advertising practices are positively associated with FFA. Health concerns and food waste (FW) enhance negative feelings and motivate consumers to find ways to overcome FFA. As a result, consumers exhibit FFAC to overcome health concerns and undesirable mental states positively correlated with FFA. Our research offers new insights into the processes that drive FFAC and provides a robust guide for policymakers, applied psychologists, consumers, and food marketers who can use health‐related marketing appeals to limit the binge eating of unhealthy foods.