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This quantitative, hypothesis testing study aims to investigate the motivational factors impacting impulse buying of over-the-counter medicines in Pakistan. The study analyzes the relationship of perceived product quality, store atmosphere and shelf display with impulse buying. This research also introduces a new mediator of 'Consumer urge to buy' to the literature of impulse buying motivation. Data was collected from a sample of 320 over-the-counter customers whereby the sample size was determined on basis of principles set by the item response theory. Data analysis was done in SPPS using Process Macro by Hayes mediation model 4. The results showed that there is a significant positive relationship between perceived product quality, store atmosphere, shelf display and impulse buying of over the counter medicines with the mediation of urge to buy; hence all the study hypotheses were supported. The study provides a novel theoretical contribution by applying Hawkin Sterns impulse buying theory to a new area of research in behavioral sciences. This research will also help the pharmacists and pharmaceutical brand managers to gain a better understanding of impulse triggers of impulse buying and will enable them to develop a better placement strategy. In addition, this research study is in line with the third Sustainable Development Goal of the United Nations i.e., well-being and good health. [ABSTRACT FROM AUTHOR]

This study investigates the relationship between customer brand engagement and brand loyalty while exploring the mediating role of online brand experience and customer satisfaction. We aim to fill the theoretical gap in an online banking context by devising a conceptual framework and examining it empirically. We collected primary data from 200 banking customers of the top ten banks in the country. The results support the significance of the relationship, indicating the mediating effect of online brand experience and customer satisfaction. However, the direct connection between brand loyalty and customer engagement remains unsupported, which points to the importance of digitization in contemporary banking. Additionally, this study incorporates the well-known 'uses and gratifications theory' with respect to customer engagement within the online banking setting. This research supports the role that digitization plays and the consumer's preference for online banking compared to conventional banking. Subsequently, efforts to create a better online banking experience would help managers improve their performance. [ABSTRACT FROM AUTHOR]

In the current economic scenario of Pakistan, the country can largely benefit from generation of foreign exchange through export of profitable and value-added products. The purpose of this study is to contribute to the existing literature in the domain of export marketing and provide a practical guideline to the decision makers in the export industry. Based on extensive literature review and secondary data, this case study identifies a high potential market for exports i.e., Vietnam, in specific context of the pharmaceutical sector of Pakistan. As a premise, an in-depth review of the Pakistani Pharmaceutical market and current status of international trade has been given. Key findings present the attractiveness of the Vietnamese market based on its dynamics, regulatory regime, price determinants and health needs of the consumers. These factors will be of particular interest for the relevant business practitioners. This paper provides a valuable contribution as it is the first on this specific topic from Pakistan's perspective. It shall serve as a valuable framework for decision makers in the practical arena and will open new lines of research for scholars through exploration of other markets. [ABSTRACT FROM AUTHOR]