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Modern women, driven by evolving values are shifting their luxury consumption mindset towards brands that align with their identity, demanding a shift towards deeper connections and empowered narratives. The study investigates the impact of femvertising on brand loyalty and the role of brand image and brand love as parallel mediators between the relationship of femvertising and brand loyalty towards luxury jewellery brands. Data was gathered from 435 female luxury jewellery brand female consumers in the Delhi/NCR region of India. The study utilized both offline and online modes for data collection. PLS-SEM was employed in the study to investigate the proposed relationships. The findings indicate a positive association between femvertising and brand loyalty. It also established a parallel mediation effect of brand image and brand love between femvertising and brand loyalty. Additionally, it provides deeper insights into the impact of female oriented advertisement on brand loyalty. The study highlights the importance of brand image and love in influencing brand loyalty, suggesting that luxury brands jewellery should align their advertisement messages with the factors that connect with consumers' social values and identity. [ABSTRACT FROM AUTHOR]

Human settlements have historically thrived near rivers due to enhanced navigation and trade, and the availability of water supply and resources. The use of night light data, representing economic activities, provides a novel approach to studying the interactions between human activity and rivers over time. Here, we use the Defense Meteorological Satellite Program (DMSP) stable night light data from 2000 to 2013 as a proxy for human presence and activities to quantify the statistical relationships between night light presence and intensity in the Indus Basin, Asia. We test how these data are affected by proximity to trunk channels and by channel type (single/multi-thread) in the study area. We find that night light presence is enhanced by 26% within a 0 to 5 km proximity range of the Indus River and its tributaries, relative to the basin as a whole. We interpret this to represent increased human presence and activity within this zone. However, the mean intensity is lower near the river and higher away from the river, signifying denser settlements, such as towns and cities, which are preferentially located away from the Indus and its tributaries. Moreover, the enhancement of lit pixels signifying human presence and activities is increased by 18% near single-thread sections of the Indus River, compared to segments of the Indus displaying multi-thread morphologies. We suggest that this is due to the enhanced stability of single-threaded channels, relative to mobile multi-threaded channel reaches. This study demonstrates how night lights are an important tool in studying the relationship between human presence and river dynamics in large catchments such as the Indus, and we suggest that these data will have an important role in assessing differential flood spatial and social vulnerability at a regional scale. [ABSTRACT FROM AUTHOR]