This report provides an overview of the concept of prepurchase brand avoidance, by identifying the motivating factors in a developing nation. Additionally, the authors aim to explain the negative effect of country-of-origin familiarity leading to brand avoidance. Relationships between constructs (undesired self, negative social influence, perceived animosity, and perceived risk) were hypothesized and data were collected via an online survey, where 286 respondents provided an evaluation for the brands they avoided. Hypotheses were tested using structural equation modeling via AMOS. To date, anti-consumption studies have taken place in developed countries where high agency and abundant choice enable brand avoidance to occur; the authors find that brand avoidance also exists in developing countries, and for all categories of brands, undesired self-congruence is the key determinant for prepurchase brand avoidance. The study did not use any particular product categories. Results need to be expanded and confirmed with other product categories in other emergent markets. Developing nations constitute the fastest growing markets in the world, and knowledge of the factors motivating brand avoidance in these contexts are a competitive advantage (e.g., undesired self is one important variable to focus on to make brands acceptable in such markets). This report provides new insights into consumer judgments of prepurchase brand avoidance in an emerging market.

Purpose: Evolving business landscapes have highlighted the crucial role of innovative digital transformation strategies (DTSs) in reimagining organisational operations and responses to optimise performance, regardless of organisational size or employee composition. The study suggests that DTS is a process that occurs continuously, rather than being a one-time event. It also underscores the critical role of personal resilience and organisational support in achieving job performance goals. Design/methodology/approach: Using a survey analysis, this study examines the impact of organisational response and agility, as fundamental components of DTS, on employees' job performance. In addition, it investigates how boundary conditions of personal resilience and organisational support moderates the relationship between (1) organisational agility and job performance, and (2) organisational response and job performance. Findings: The research findings demonstrate the impact of DTS on job performance. It highlights the mediating roles of organisational support and agility in improving employees' performance. The study also discusses the critical role of personal resilience and organisational support in navigating the insightful impacts of organisational agility and organisational response on the job performance. Originality/value: This paper presents a theoretical framework that integrates the dynamic capabilities of employees and organisations, providing academics and practitioners with a comprehensive perspective on the growth of employees' dynamic capabilities. By offering insightful discussions, the study highlights that, while creating new DTS, organisations not only improve their dynamic capabilities but also enhances the people’s dynamic capabilities and make them more resilient.

Purpose: The purpose of this paper is to examine the effects of identity-based consumer perceptions on the brand avoidance of foreign brands across multiple markets. Design/methodology/approach: Focussing on general product category brands, the study was conducted across two countries, i.e. New Zealand (Study 1) and Pakistan (Study 2), using online surveys. Study 1 explores the perceptions of university students, whereas Study 2 evaluates the perceptions of a more heterogeneous population across the country. Partial least squares–structural equation modelling was used to analyse the model. Findings: First, the results confirm that individual-level identity-based drivers (undesired self-congruence and negative social influence) consistently predict brand avoidance for foreign brands across both markets, whereas country-level drivers (consumer ethnocentrism and animosity) have inconsistent effects across the markets. Second, the study demonstrates that avoidance attitude fully mediates the relationship between antecedences and intentions to avoid foreign brands. Practical implications: The finding that undesired self-congruence is the strongest predictor of brand avoidance across the markets reinforces the importance of brand image congruence with the target audience. Considering the negative effect of social influence, especially on social media (i.e. Facebook and Twitter), this finding cautions managers to constantly monitor the prevailing negative word of mouth (online or offline) about the brand to mitigate its potential effect. Originality/value: Drawing on social identity theory, this study explores the identity-based pre-purchase determinants of brand avoidance at the country level and at the individual level. These determinants have never been explored yet in the context of brand avoidance.

Purpose: Drawing on social identity theory and prosocial behaviour research, this study explores how people's integration of their offline and online social activities through Facebook cultivates their Facebook citizenship behaviour (FCB). It also offers further insight into the underlying mechanism of offline and online social activity integration - FCB relation by investigating people's social identification with their offline and online social groups as possible mediators.Design/methodology/approach: Based on social identity theory (SIT) literature, community citizenship behaviour and offline-online social activity integration through Facebook, we developed a conceptual model, which was empirically tested using data from 308 Facebook usersFindings: The results confirm that the participants' offline-online social activity integration via Facebook is positively linked to their FCB. Further, the integration of offline and online social activity through Facebook positively affects how a person identifies with their offline and online social groups, which in turn causes them to display FCB. In addition, offline/online social identification mediates the integration – FCB relation.Practical implications: In practice, it is interesting to see people's tendency towards altruistic behaviours within groups they like to associate themselves with. Those who share their Facebook network with their offline friends can use such network to seek help and support.Originality/value: From a theoretical perspective, unlike past research, this study examines how individuals' offline-online social activity integration via Facebook helps them associate with groups. In addition, this study investigates social identification from an offline and online perspective.