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Many companies and brands are using CSR to enhance the brand image, goodwill and to gain the confidence and trust of the people. The purpose of this study is to investigate how CSR initiatives got converted into consumer favorable responses. We proposed a theoretical framework, modifying Dedeke’s (2015) model that hypothesized that CSR activities affect responses of the consumers towards corporate brands both directly or indirectly through mediating roles of moral emotions, attitude and consumer-company identification (CCI). Positive emotions were further broken down into awe, gratitude, and elevation, whereas consumer responses were measured in terms of purchase intention (PI), recommend intention (RI), and loyalty. To establish the empirical validity, a quantitative study was conducted, a close-ended Likert scale type questionnaire was developed whilst data were gathered from 300 adult consumers from Karachi, Pakistan by using convenient sampling. Data were analyzed using Confirmatory Factor Analysis and SEM. The results concluded that CSR has a significant positive impact directly on consumer responses (Purchase Intention, Recommend Intention but not on loyalty) whereas CSR has a significant positive effect on all three positive emotions, attitudes and CCI. However, Positive Emotions have an insignificant effect on consumer responses. Apart from gratitude affecting loyalty. Hence there is a positive mediatory effect of CCI for all dimensions of customer responses. Whereas gratitude and attitude also mediate loyalty and PI respectively.

This study was conducted to identify the impact of emotional advertising on consumer buying behavior. The research is limited to high involvement products specifically home appliance brands. It also aims to assess the most influential advertising appeal that impacts the buying decision of the consumers. A quantitative approach was used, and the questionnaire-based survey was conducted using a sample size of 200 respondents and their response to different appeals like love, humor, happiness and excitement were recorded. The hypothesized model has been tested using factor analysis and structural equation modeling (SEM). The results show a positive impact of emotions like love, humor and happiness in influencing the purchase intention of the consumers. The paper confirms the positive relationship between emotional advertising and consumer buying behavior with respect to the home appliance brands.

This study examines the culture of video blogging — its rhythm, language, and communication style and link its use to brand promotion and buying decisions. Specifically we analyze factors which help in the success of Vlog like its positioning in viewers mind, endorsement by celebrity, Ethical considerations, Benefits and its Features. And then investigated how Vlog affect Brand Promotion and customers buying decisions. Quantitative research was carried out through the use of questionnaire and collecting data of 212 respondents from Karachi. This study focused on Vlogs posted on YouTube Channel. Confirmatory factor analysis and structural equation modeling were used to analyze different variables. The result shows a strong and significant effect of factors such as Appeals, feature, ethical consideration and celebrity on Vlogging. Furthermore, strong evidence found that supported consumer buying decision and brand promotion is also influenced through Vlogs. Hence Vlog could be a major factor helping in building brands. Hence, this proves that Vlogger of Pakistan does not just life earn through it or gain fame and advantages in their daily, but they can also be part of branding strategies that are taking place through Vlogs.