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Reality television is a dynamic, profit-making platform that occupies prime-time slots on the television almost all over the world. Despite its immense popularity and influence, it has received little attention in the extant literature and almost none in terms of its impact on celebrity repositioning. This study aims at examining the relationship between the film stars as brands and the impact of the platform of reality television in repositioning these celebrities in the Indian context.

Through extensive literature review and qualitative interviews, the paper expounds that reality television provides an opportunity to celebrities to successfully reposition themselves at crucial junctures in their career. The framework to study this repositioning has been adopted from the work of Chris Simms and Paul Trott (2007) who created it to study the brand repositioning of various consumer goods.

The literature establishes celebrities as brands. This study provides evidence that brand repositioning through reality television is possible for these celebrity brands. The symbolic and functional repositioning of these celebrities is presented through thematic content analysis.

The study provides a useful framework to understand celebrity brand repositioning through reality TV. It can also be replicated to understand the repositioning of a wide variety of celebrities other than film-stars such as sportspersons, social media influencers and politicians.

The paper contributes to the need of expanding the corpus of Indian reality television and explains how Indian celebrities reposition themselves through reality television.

This study aims to examine the impact of autonomous vehicles adoption motivations (i.e. technological, ecological and intrinsic motivation) on tourists’ pro-environmental behavior and verify the mediating role of tourists’ green self-image between the relationship of eco-friendly attitudes and autonomous vehicles adoption motivations.

The data from 586 national and international tourists were analyzed using the partial least squares method.

The findings revealed that eco-friendly attitude is a significant predictor of tourists’ green self-image; tourists’ green self-image is a significant predictor of autonomous vehicles adoption motivations; and autonomous vehicles adoption motivations are significant predictors of tourists’ pro-environmental behavior. In addition, tourists’ green self-image mediated the relationship between eco-friendly attitudes and autonomous vehicles adoption motivations.

These outcomes provide valuable guidance for the future development of green destination tourism and allow interesting implications for the tourism industry and autonomous vehicles adoption.

本研究探讨自动驾驶汽车采纳动机（即技术、生态和内在动机）对游客环保行为的影响, 并验证游客绿色自我形象在环保态度和自动驾驶汽车采纳动机之间的中介作用。

收集586份来自中国国内外游客的数据, 采用偏最小二乘法进行分析。

研究结果表明, 环保态度显著影响游客绿色自我形象, 进而影响自动驾驶汽车采纳动机, 带来游客的环保行为。此外, 游客的绿色自我形象在环保态度与自动驾驶汽车采纳动机之间起到中介作用。

本研究提出了游客绿色自我形象的概念, 将游客与环保人士的日常行为进行区分。研究结果为绿色目的地旅游业的未来发展提供了方向, 对旅游业和自动驾驶汽车的采纳产生影响。

Este estudio tiene como objetivo examinar el impacto de las motivaciones para la adopción de vehículos autónomos (es decir, motivaciones tecnológicas, ecológicas e intrínsecas) en el comportamiento proambiental de los turistas y verificar el papel mediador de la autoimagen ecológica de los turistas en la relación entre las actitudes ecológicas. y las motivaciones para la adopción de vehículos autónomos.

Se analizaron los datos de 586 turistas nacionales e internacionales mediante el método de mínimos cuadrados parciales.

Los hallazgos revelaron que la actitud ecológica es un predictor importante de la autoimagen ecológica de los turistas; la autoimagen ecológica de los turistas es un predictor importante de las motivaciones para la adopción de vehículos autónomos; y las motivaciones para la adopción de vehículos autónomos son predictores importantes del comportamiento proambiental de los turistas. Además, la autoimagen ecológica de los turistas medió la relación entre las actitudes ecológicas y las motivaciones para la adopción de vehículos autónomos.

Estos resultados proporcionan una orientación valiosa para el desarrollo futuro del turismo de destino ecológico y permiten implicaciones interesantes para la industria turística y la adopción de vehículos autónomos.

This study aims to explore the consumers’ choices of mobile payments (m-payments) using a comprehensive unified model. The financial technology for digital m-payment has been increasingly introduced in the market, yet their acceptance has remained low.

This study uses the unified theory of acceptance and use of technology (UTAUT) with additional constructs of social influence, trust, anxiety, personal innovativeness and grievance redressal (GR). Structural equation modeling is used to evaluate the predictive model of attitudes toward m-payment. Individuals’ responses to questions regarding their attitude and intention to accept m-payment were gathered and examined through the lens of extended UTAUT model.

While the model supports TAM classical role, empirical examination of the model revealed that users’ attitudes and intentions are influenced by trust, personal innovativeness and social influence. Moreover, intention to use and GR are significant positive predictors of m-payment usage behavior.

M-payment provides customers with new digital payment platforms while providing businesses and marketing agents with more alternatives for online marketing. However, there is not much reported about m-payment adoption in Pakistan. This research introduces and evaluates new constructs that were not included in the original model. In Pakistan, to the best of the authors’ knowledge, this is a first of its kind of research which is purely based on the customers’ perspective of m-payment adoption.

The data has been provided by the protagonist in the form of interviews, tables and figures.

Abdul and his team, comprising MS Finance graduates from Lahore University of Management Sciences, embarked on a transformative process that led to the inception of their startup, Ingine. Originating from a discarded idea of importing recycling machines, the team pivoted to address a significant gap in the influencer marketing industry. They envisioned a subscription-based software-as-a-service platform that streamlines interactions between influencers and businesses, emphasizing secure payment processing, messaging and feedback features. The narrative underscores the intricate connection between influencer marketing and the return on investment for small businesses, recognizing the challenge of decoding tangible financial gains. Ingine’s mission is to unravel this puzzle, optimizing small businesses’ investments in influencer marketing while navigating the complexities of crafting a competitive influencer compensation model. The team’s background, strategic considerations and commitment to fostering sustainable relationships between influencers and businesses serve as a compelling backdrop to Ingine’s entrepreneurial aspirations.

The case can be used in entrepreneurship and entrepreneurial finance. The case can be used in undergrad, master’s, MBA, executive MBA and short executive programs. The complexity of a case can be increased or decreased depending on the level of class, i.e. start, middle or end of the course, and the time allocation, i.e. 90 min.

The purpose of this paper is to empirically evaluate the significant influence of four sustainability dimensions in predicting the residents’ satisfaction with the development of sustainable tourism in the emerging tourism industry of Pakistan.

Augmented reality (AR) adoption has boomed globally in recent years. The prospective of AR to seamlessly integrate digital information into the actual environment has proven to be a challenge for academics and industry, as they endeavor to understand and predict the influence on users' perceptions, adoption intentions and usage. This study investigates the factors affecting consumers’ behavioral intention to adopt AR technology in shopping malls by offering the mobile technology acceptance model (MTAM).

This conceptual framework is based on mobile self-efficacy, rewards, social influence and enjoyment of existing MTAM constructs. A self-administered questionnaire, constructed by measuring questions modified from previous research, elicited 311 usable responses from mobile respondents who had recently used AR technology in shopping malls. This analysis was performed using SmartPLS3.0.

Grounded on the findings of the study, it was found that, aside from factors such as mobile usefulness, ease of use and social influence, the remaining independent variables had the most significant impact on adopting AR technologies. Considering the limitations of this study, the paper concludes by discussing the significant implications and insinuating avenues for future research.

To better investigate mobile AR app adoption in Pakistan’s shopping malls, the researchers modified the newly proposed MTAM model by incorporating mobile self-efficacy theory, social influence, rewards and perceived enjoyment. However, the extended model has not been extensively studied in previous research. This study is the first to examine the variables that affect an individual’s intention to accept mobile AR apps by using a novel extended MTAM.

Robots have been adopted in numerous tourism and hospitality sectors, including restaurants. This study aims to investigate fast-food employees' use of service robots (SRs) in Pakistan.

This study used a conceptual model based on innovation resistance theory (IRT). By employing structural equation modeling (SEM) in Smart-PLS 3.2.8, we evaluated data from 247 valid respondents.

The findings demonstrated that drivers of robot adaptation significantly influenced image barriers, risk barriers, traditional barriers, usage barriers and value barriers. The results also revealed that usage, image and traditional barriers significantly affect usage intention.

This study enhances the research on robotics acceptance in tourism and hospitality and subsequently aids in the planning for post-COVID-19 resumption. This study offers several practical and theoretical insights for further investigation.

The study attempted to gauge the relative effectiveness of celebrity and product image match-up in comparison to non-celebrity attractive endorsers for two distinct high involvement situations. Also, due to the expected demographic diversity among target consumers, the study aimed at assessing the impact of respondent's age and gender on the effectiveness of image match-up.

Building on the three-order hierarchy model, two experiments were conducted (utilising celebrity and non-celebrity endorsers) for two high involvement hierarchies, i.e. standard learning and dissonance/attribution. Through fictitious print advertisement, the experiments assessed the effectiveness of the match-up in terms of consumer attitudes towards advertisement and brand and intentions to purchase.

The match-up consistently and significantly outperformed non-celebrity attractive endorser in case of standard learning hierarchy. The same conclusion was not established for dissonance/attribution hierarchy due to the lack of significant results. The findings also suggest that the match-up subdues the impact of consumer's gender and age on consumer attitudes only in case of standard learning hierarchy.

The study provides interesting theoretical implication by challenging a widely held postulation about the applicability of celebrity and product match-up under high involvement.

The research provides the practitioners with a better understanding of important issues, mainly, whether to use a celebrity endorser and selecting the right celebrity, especially if high involvement is expected.

Previous research concerning celebrity endorsements has largely considered consumer involvement as unitary, i.e. either high or low. However, the multifaceted aspect of consumer involvement is well established in the field of consumer psychology. The present research, therefore, is a pioneering attempt as it studies the effectiveness of match-up for two distinct high involvement situations. Moreover, unlike the majority of previous studies that have focused on the performance of “celebrity match” versus “celebrity mismatch”, the impact of match-up was studied in comparison to a non-celebrity attractive endorser.

Moving beyond the concept of congruence between celebrity image and brand image, this study explores a new domain in which to investigate the match-up hypothesis. Specifically, this study aims to understand the extent to which consumers engage in more indulgent behavior when participants are primed with a celebrity with a certain perceived lifestyle.

Two independent experiments were undertaken to observe consumer reactions to advertisements using celebrities as priming stimulus. Experiment 1 featured a 2 (perceived celebrity lifestyle) × 3 (celebrity persuasion style) between-subjects design, while a follow-up study featured a 2 (celebrity’s on-screen portrayal) × 3 (celebrity persuasion style) between-subjects factorial design.

Results support the proposition that celebrities cause priming effects such that consumers’ attitude and willingness to spend (WTS) on the endorsed brand depends on their perception of the celebrity’s lifestyle. Participants exposed to a perceived high-flamboyant-lifestyle celebrity had a more positive attitude toward the endorsed brand and were more willing to spend money when the celebrity used a “spend money” persuasion style than when the celebrity used a “save money” persuasion style in endorsements. Findings of a follow-up study suggest that exposure to a celebrity playing a flamboyant character on-screen was seen to be associated with a positive attitude toward the brand and increased WTS, than exposure to a celebrity playing a less flamboyant character on-screen.

Although effects of person primes are evidenced in the literature, previous studies are silent on the impact of presenting celebrities as priming stimulus. This study extends the idea of priming using a social category that has not been explored before, namely, celebrities and explores the effect that celebrity priming has on activating specific consumer response behavior.

The purpose of this paper is to observed the gender roles and changes in decision-making structure in a village of the Punjab, Pakistan. Spatial mobility of young females by time periods and responsibility regarding supervision of young boys and girls are also included. Decision making regarding education, family disputes, property and domestic purchases are described from 1960 through 2008.

A sample survey was conducted in the village. Systematic sampling technique is used for the selection of the respondents of age 55+ years. An interview schedule was developed as a tool for data collection. The results are based on descriptive and decade wise analyses.

Results show traditional gender roles, particularly of women are changing since 1980s, mainly due to education that has partially influenced their autonomy. Positive change in attitudes toward daughters is observed to have appeared in the recent past. Fading away of role of grandparents in decision making is evident from the data. To an extent, it has replaced the autonomy of parents and grownup children.

This study is an original research which is significant to develop the understanding of the changing gender roles in the rural community of the Punjab, Pakistan. Furthermore, public policies might be designed to encourage or discourage the change in a structured manner.