Browsing Marketing Management by Author "Kashif, M."

Now showing items 1-4 of 4

Blinded by the sand of its burrowing?Examining fans’ intentions to follow one-day cricket on TV with a moderating effect of social influence

Kashif, M.; Fernando, P.M.P.; Wijenayake, S.I. (International Journal of Sports Marketing and Sponsorship, 2019)

Purpose – The purpose of this paper is to investigate the effect of patriotism, nostalgia, drama and excitement of the game, and interest in star players to predict fans’ intentions to follow one-day cricket in near future. ...
Finding greener grass on the other side of hill: Examining donor perceived brand equity in a moderating role of brand credibility

Kashif, M.; Fernando, P.M.P.; Samad, S.; Thurasamy, R. (Asia Pacific Journal of Marketing and Logistics, 2018)

Purpose – The research concerning brand credibility of charity brands is scantly examined. The purpose of this paper is to examine the moderating role of brand credibility within the customer-based brand equity model to ...
Leaving in Mascot of Silence: Organizational Determinants of Employee Turnover Intentions in Mediating and Moderating Roles of Quiescent Silence and Coworker Support in a Russian Context

Kashif, M.; Petrovskaya, I.; Samad, S.; Wijenayake, S. (Central European Management Journal, 2021)

Purpose: Drawing on social exchange theory (SET), this study explores the mediating role of quiescent silence as a link between organizational stressors and turnover intentions among Russian frontline employees (FLEs). ...
Re-imagining marketing as societing: A critical appraisal of marketing in a developing country context.

Kashif, M.; Fernando, P.M.P.; Altaf, U.; Walsh, J. (Emerald Publishing Limited, 2017-10-28)

Purpose Marketing theory and practice is under severe criticism – socialists and the practitioners criticize marketing in its current form which calls for active efforts by marketers to reposition the discipline – making ...

Browsing Marketing Management by Author "Kashif, M."

Browsing Marketing Management by Author "Kashif, M."

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