In this era of razor-edge competition, marketers strive to outperform their rivals by improving their brands. Increasing brand coolness may be the best way to do it. This study used a stimulus organism response model by integration with brand attribution theory to conduct a cross sectional study using purposive sampling technique and surveying young consumers of smart gadgets in Pakistan. A total of 1,178 responses were received and analyzed by structural equation modeling. The results found a positive impact of brand (...) coolness on brand love and brand engagement. Brand experience moderated these links. Brand love and brand engagement also mediated the relationship between brand coolness and consumer well-being and delight. The findings suggest a very important contribution to theory and practice by testing unexploited outcomes of brand coolness. Especially, this study contributes to the consumer well-being literature, again an unexploited aspect of marketing literature. Despite the uniqueness of the findings, the cross sectional design of this study remains a major limitation. Future research may supplement the findings with the help of longitudinal studies. Marketers and practitioners may benefit from this study by improving the coolness of their brands so they may not only increase consumer engagement with the brand but they will also make consumers happy with their brands. (shrink)

Consumer well-being is a micromarketing concept that emphasizes on contributions of marketing activities in social welfare. The major objective of the current study is to analyze the impact of self-incongruence on brand dissatisfaction, brand hate, and consumer well-being. This study has utilized the Self-incongruity Theory and the Stimulus-Organism-Response model to test the impact of self-incongruity on anti-consumption and consumer voice behaviors, and subsequent effects on consumer well-being. Data were collected from young consumers of technology products from major cities of Pakistan. (...) A total of 592 consumers answered a paper-and-pencil questionnaire using purposive sampling technique. The data were analyzed by partial least square structural equation modeling. The findings of this study reveal that functional and symbolic incongruity predict brand hate and dissatisfaction, which is positively related with brand retaliation. Brand retaliation is negatively related with consumer well-being. This study offers implications for product designers, marketers, advertisers and other stakeholders to improve congruence between what young consumers of technology products expect and what brands are offering to mitigate negative attitudes and behaviors and increase consumer well-being. (shrink)

The purpose of this study is to find empirical evidence on whether work from home or residential emissions reduces office emissions. Based on existing research the study supports that there are short-term effects on office emissions, i.e., carbon emissions do not outshine the long-term effects. The shift from offices to working from home due to COVID-19 regulations meant more people operating from home as maintaining their position in the market was crucial. The potential research area is to understand how this (...) would affect energy usage and carbon emissions. This study has used a before and after mixed approach to collect data from 301 working-from-home employees and 348 top managers who are responsible for monitoring the employees in a work from home setting. Convenience sampling helped collect responses in a timely manner as offices were not allowing visitors and collecting data in person was difficult, so online surveys were conducted. Work from home reduced usage of office equipment, transportation, pollution, etc. The air quality improved considerably but our findings show that the low emissions were only short-lived. This was not a long-term scenario as organizations kept practicing their operations even at home and the emissions stayed in the environment. Future suggestions and implications are also provided. The results give new insights to researchers in the field of sustainability and the environment. (shrink)