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This study evaluates the impact of brand personality dimensions i.e., sincerity, excitement, competence, sophistication, and ruggedness on brand love and subsequently assesses the mediating role of brand love in transmitting the absorbed effect to brand loyalty for the fashion clothing retail brands in Pakistan. Empirical data were gathered through a self-administered questionnaire from 350 randomly selected consumers within the age group of 18-42 years, who comprise a major portion of the retail fashion clothing retail brands' market. The proposed conceptual model was assessed through Structural Equation Model, utilizing Smart PLS V. 3.2.8 to test the hypothesized relationships. All the dimensions of the brand personality that consumers perceived as congruent, proved to have a significantly positive effect on brand love except for ruggedness. Brand love was found to have a significantly positive effect on brand loyalty. Besides direct relationships, brand love strongly mediates the relationship between brand personality dimensions and brand loyalty except for ruggedness. This study contributes to the brand management literature by empirically testing the relationships underpinned by congruency theory, between brand personality dimensions namely, excitement, ruggedness, sophistication, competence, sincerity, and brand love. Besides, utilizing support of the attachment theory, it empirically established a significantly positive relationship between brand love and brand loyalty in the specific context of fashion clothing brands available in Pakistan. Practically it presents interesting insights to the brand managers to articulate the brand communication messages that are not only relevant but also portray congruent brand personality and trigger their love into active brand loyalty. [ABSTRACT FROM AUTHOR]

The growing rate of globalization, industrialization and the resultant population growth (urbanization) have caused severe environmental problems in the world. One of these problems is soil salinity; a threat to crop production in Pakistan. Fluoride acts as an environmental pollutant and even at lower ambient fluoride concentrations many physiological changes may begin in the plants. Some of these changes may have important consequences such as reduction in growth and yield. Therefore, the present investigation was commenced to determine the responses of Spinach plants grown under fluoride stress given. The effect of Sodium Fluoride on Spinach variety (All Green) was studied during growth season October 2019-December 2019. The concentrations of fluoride of 0, 50, 100, 150, 200, 250, and 300 ppm were applied to plants as soil drench twice a week to create stressed condition. It was observed that plant height and biomass production of Spinach plant decreased under Fluoride stress while this stress was not found in control. Successive gradual reduction in yield characters was also observed with increased Sodium Fluoride concentration. After 60 days of sowing, shoot and root length of plants treated with 300 ppm were 16.23 cm and 7.53 cm respectively, far less than those of control. By observing the deleterious effects of NaF on plants, it is concluded that sodium fluoride present in the soil causes a marked reduction in growth and other attributes of Spinach plant. [ABSTRACT FROM AUTHOR]