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BACKGROUND: The demand for innovation and satisfaction is increasing rapidly due to technological advancement and the fast-changing business environment. OBJECTIVE: The purpose of this article is to investigate how job crafting augments work outputs (i.e., innovation performance and career satisfaction) through work engagement. METHODS: Data were collected from 477 workers working in the Pakistan manufacturing sector. A structural equation modeling technique was used to investigate the mediation model. RESULTS: Job crafting has a direct and indirect association with innovation performance and career satisfaction - via employees' work engagement. Additionally, the mediating impact was stronger for innovation performance than for career satisfaction. The findings advocate that managers should pay attention to employees' job crafting to improve employees' work engagement in manufacturing organizations. To improve employees' innovation performance and career satisfaction via work engagement, it is important to improve organization-wide job crafting in traditional manufacturing organizations. Strategic and managerial actions related to job crafting might boost employees' engagement in the organization that environments provide incessantly better outcomes. CONCLUSION: By linking job crafting and work engagement to their attitude towards career satisfaction and innovation performance in Pakistani manufacturing firms, this study adds a new dimension to the study of Pakistani manufacturing employees and typically to the best practices in career debates. This knowledge is important and unique because it accentuates that in addition to work engagement, which focuses primarily on employee growth in the organization, job crafting should also be given equal importance to advance manufacturing employees' outcomes.

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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.

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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 (SOR) 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 (stimulus) on brand love and brand engagement (both modeled as organism). Brand experience moderated these links. Brand love and brand engagement also mediated the relationship between brand coolness and consumer well-being and delight (both modeled as response). 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.

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The immense food waste, generated by restaurants is not only a serious burden for the foodservice business but also a cause of anguish for the emerging nations in which eating out is becoming increasingly trendy. Consumers' food wastes account for a significant portion of restaurant food waste, indicating the need for a change in consumers' behavior to minimize food waste. To examine this problem, our study sought to identify the elements that influence restaurant consumers' behaviors on food waste reduction, reuse, and recycling. The influence of anticipated positive emotions, awareness of consequences, environmental knowledge, and social norms on waste reduction intentions were examined by using a quantitative technique in the investigation. Furthermore, the influence of habits, waste reduction intentions, and facilitating conditions on food waste reduction, reuse, and recycling behaviors have also been investigated. The study collected 1063 responses and employed the PLS-SEM approach to verify the hypotheses. The results suggested that anticipated positive emotions, awareness of consequences, environmental knowledge, and social norms all have substantial impacts on waste reduction intentions. In addition, habits, waste reduction intentions, and facilitating conditions have noteworthy influences on consumers' behaviors towards food waste reduction, reuse, and recycling in restaurants. Understanding these elements could help in correcting customers' waste behaviors in restaurants. The findings in this study are useful for managers, policymakers, and researchers who want to solve the problems of food waste. The implications, limits, and suggestions for further studies have also been discussed in our study.

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The existing literature on internal branding has often adopted a managerial-based approach and seldom considered employees' perceptions. Therefore, there is a need to understand the perspective of frontline and non-managerial employees. In this context, the current study investigates the impact of internal brand management on brand commitment, brand citizenship behavior, and sustainable competitive advantage for the hotel industry. A survey-based quantitative data was gathered from 390 non-managerial frontline staff working in 3-, 4-, and 5-star hotels of Pakistan. The results revealed that internal brand management positively impacts brand commitment, brand citizenship behavior, and sustainable competitive advantage. Besides, brand commitment has a positive impact on brand citizenship behavior and sustainable competitive advantage. Moreover, brand citizenship behavior has a positive impact on sustainable competitive advantage. In addition, the mediating roles of brand commitment and brand citizenship behavior exist between internal brand management and sustainable competitive advantage. The research implications, together with research limitations, have also been discussed.

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This study sought to investigate the role of consumers' emotional, cognitive, and financial concerns in the development of food waste reduction, reuse, and recycling behavior among restaurant patrons. Food waste in restaurants is a major problem for the food service industry, and it is a growing source of concern in developing countries, where eating out is becoming increasingly popular. A large portion of restaurant food waste in these markets originates from the plates of customers, highlighting the importance of consumer behavior changes in reducing waste. The current study has used a quantitative approach to analyze the impact of anticipated negative emotion of guilt, awareness of consequences, habit, and financial concern on food waste reduction behaviors, i.e., reduce, reuse, and recycle. The study collected 492 responses and data is analyzed for hypotheses testing through Partial Least Square-Structural Equation Modelling. The findings showed that anticipated negative emotions of guilt, awareness of consequences, habit, and financial concern have a significant impact on restaurants' consumer food waste reduction behaviors. Managers, policymakers, and researchers interested in resolving the food waste problem will find the study useful. Other topics discussed include the implications and limitations as well as possible future research directions.

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The sustainability of food waste is one of the most important contemporary economic, social, and environmental issues that encompasses useful academic, practical, and policymaking implications. Under the domain of sustainability, food waste is a serious global challenge with a growing public, political, and corporate concern. Existing literature regarding the sensitization of consumers and the promotion of waste cautious behaviors still has much room for improvement in household waste. To bridge the gap in the literature, this study identifies and examines determinants of young consumers' food waste reduction behavior in households. Using a sample size of 391 young consumers of household food products from Pakistan, a full-scaled administrative survey is conducted, and our hypotheses are empirically tested by using the PLS structural modeling equation. Our findings reveal significant impacts from both cognitive and emotional aspects on sustainable food waste reduction behavior. Our results have several important implications for policymakers and all the stakeholders, especially for marketers, including advertising strategies, policies to mitigate the impact of food waste, and the development of educational programs related to food waste.

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