An Empirical Investigation of the Factors Influencing the Brand Extension of Lifebuoy

Shoaib Imtiaz,Jafar Ali,Changsu Kim,Hyun-Sook Ahn 한국디지털융합학회 2016 IJICTDC Vol.1 No.2

This paper investigates the factors affecting the brand extension of lifebuoy i.e. Brand equity, Brand loyalty, Brand image, customer innovativeness, Similarity fit, Brand association and Consumer behaviour. Quantitative approach was utilized in this paper. Data was collected from 150 students enrolled in graduate and post-graduate level programmes in Department of Management Sciences, The Islamia University of Bahawalpur, through convenience sampling approach with the help of structured verified questionnaire. A series of statistical techniques i.e. Cronbach’s alpha, Multicollinearity, Correlation and Regression analysis were applied with the help of software SPSS. The results depicts that extensions into same categories to the original brand tends to be readily accepted. Brand equity and Brand loyalty increases after successful brand extension and are highly positive correlated with brand extension. It also showed the relationship between the brand image and brand extension. Customer innovativeness and consumer behaviour speeds up after successful brand extension. Results showed that Similarity fit have positive effect on brand extension, and also brand extension increases with brand association. Important guiding principle for future research would be to include large pool of respondents for in-depth analysis to understand the effect of culture also. It is suggested that companies should launch extensions with high similarity fit. Moreover, greater effort is required to extend low equity brands. Finally, companies need to know what the perception of consumers about their brands is, and how they evaluate it. It is noted that feedback effects of the same brand extensions can vary due to cultural differences between consumers.

Internet-based brand loyalty in male and female : “It is difficult to attain male customers but easier to retain, female customers are easier to attain but difficult to retain”

Shoaib Imtiaz,Jafar Ali,Muhammad Awais Siddique,Muhammad Asif Tanveer 한국디지털융합학회 2018 IJICTDC Vol.3 No.2

The purpose of this study is to gain an understanding of the attitudes of male and female customers regarding internet-based brand loyalty and its determinants in the Pakistani garments context. This study proposes that perceived quality, perceived value, customer satisfaction, and brand image both directly and indirectly affects internet-based brand loyalty. A survey questionnaire with a convenience sampling approach was used to collect the primary data and it was collected from 197 customers of garment brands in Bahawalpur, Pakistan. The proposed conceptual model indicated that the perceived quality, perceived value, customer satisfaction, and brand image are important determinants of internet-based brand loyalty. All the hypotheses developed in this study were found statistically significant in the context of males and females. The study applies the regression analysis technique by using SPSS. The differences between male and female examined separately as well as together and the results showed that satisfied female customers have less internet-based brand loyalty than satisfied male customers (male customers are easier to retain as compare to female customers). This is because; loyalty and satisfaction of females are greatly shaped by the higher brand image and perceived quality, whereas male customers become more satisfied and loyal through attaining higher perceived value. The conclusions and the implications for internet-based brand loyalty are discussed.

The Studies of Unified Theory of Acceptance and Use of Technology (UTAUT) in M-Commerce Context

Shoaib Imtiaz 한국디지털융합학회 2018 IJICTDC Vol.3 No.1

The acceptance and use of information technology (IT) and information system (IS) innovations have been a key apprehension for research and practice. Since the emergence of Unified Theory of Acceptance and Use of Technology (UTAUT), it has been used by a large number of studies for the adoption and acceptance of different technologies (e.g. m-commerce), and hence it seems to have turned into a prevalent theoretical choice in the field of information technology (IT)/information system (IS) adoption and diffusion. With the progress of this theory and finding the future research directions, this paper presents the critical review on the studies of the UTAUT and UTAUT2 model by focusing on the findings of basic constructs of these two models to predict Behavioral Intention (BI). Results from previous studies of UTAUT and UTAUT2 reveals that constructs of these two models contributed to Behavioral Intention to adopt and use m-commerce and its applications.

Digital Transformation: Development of New Business Models in the Tourism Industry

Shoaib Imtiaz,김동진 (사)한국조리학회 2019 한국조리학회지 Vol.25 No.4

People and businesses are equally accepting the digital revolution. People, businesses, government, friends, and family are now actively engaged with each other with the use of social networks and digital devices. In the new digital age, customers are transformed to use mobile devices to turn into more specialized in product and service offerings and their comparative benefits as they choose what to buy, where to buy, and who is trustable. They are highly dependent on mobile apps to perform their daily activities and because of the increased demand in mobile apps, organizations need to reshape their customer value proposition and their operating models by undertaking the digital transformation to compete in the new marketplace. The tourism industry has been at the forefront of digital innovation and continues to be transformed at an exponential rate across the globe. This study presents the literature which gives insight into the basic understanding of digital transformation in the tourism industry and provides the consideration of the development of new business models by reshaping the customer value proposition and operating model.

E-Commerce Growth in Pakistan: Privacy, Security, and Trust as Potential Issues

Shoaib Imtiaz,Syed Hassan Ali,김동진 (사)한국조리학회 2020 한국조리학회지 Vol.26 No.2

The internet has transformed the way business is conducted in the twenty-first century. It has changed the face and pace of business offering an indispensable opportunity to operate on digital platforms. Through these digital platforms, businesses find new sources of competitive advantage; thus, they are increasingly incorporating e-commerce channels. The advancements in telecommunication technologies have prompted the e-commerce environment around the globe. As e-commerce has grown and become an important tool for those living in developed countries but the growth and development of e-commerce in developing countries like Pakistan is slow. E-commerce privacy, security, and trust are critical issues that have been prompting negative and adversarial impacts on the development and expansion of e-commerce in Pakistan. In this study, the explanations of the customer’s privacy, security, and trust are considered to be discussed; the significance of the privacy concerns, suitable security measures, and trust development are also highlighted. This research depends on the literature that underlined the requirement of improved privacy and security measures and the significance of the Pakistani customer’s trust in building relations with e-commerce service providers. Few possible solutions are provided to resolve these issues.

Towards the Digitalized Bank in the Age of Digital Convergence : Focusing on Pakistan Case

Shah Zahir,Shoaib Imtiaz 한국디지털융합학회 2019 IJICTDC Vol.4 No.2

In recent decades, the development of information and communication technologies has changed many industry sectors by making the government and business operations more effective and efficient. The emergence of mobile commerce has been considered an important technology shift and it has changed the banking industry. The digital adaptation started off as an option but has evolved into a necessity in every bank’s agenda around the globe. The digital convergence and innovative technologies are forming remarkable disruption in the banking sector and the rate of change is increasing. The digital transformation is accelerating in the banking industry of Pakistan due to the changing payments landscape, competition from Fintechs and the arrival of mobile money services through telecoms. In Pakistan, most of the banks have been moved towards digital banking but some banks like the Bank of Khyber still lack. In this paper, the SWOT analysis method is used for the Bank of Khyber and useful suggestions have been provided for the adoption of digital banking. The growth and development of the financial business of the bank have put forward some strong measures for it. The Bank of Khyber needs to embrace the latest technology, start e-banking services and digital transformation for the high economic growth of the bank and fulfil customer satisfaction.