Priority-The International Business Review

THE IMPACT OF MODERN COMMUNICATION TOOLS ON PROJECT IMPLEMENTATION IN SOFTWARE HOUSES OF PAKISTAN

Hassnain Saati — 2025-11-21

This research investigates the Impact of Modern Communication Tools on Project Implementation in Software Houses of Pakistan. There are many studies conducted on communication tools in projects but very few studies are done on modern communication tools in software houses of Pakistan. The study found 4 independent variables of modern communication tools that are communication planning, communication skills, information technology, and project timeline. Conceptual framework and hypothesis are made due to study of literature review. This research is quantitative research which follows logical approach. This research used primary data. The sample size for this research is 357 calculated from Rao Soft. A questionnaire has been designed for data collection which includes 20 Likert scale agreement questions. SPSS 20 has been used for this research. Firstly pilot testing has been done to check the reliability of questionnaire by sending it to 38 professionals of Software House and analysed on SPSS 20 which give Cronbach's Alpha value 0.876 that shows continue the research with the same questionnaire and then it is sent for complete data collection. Statistical analysis has been done by using multiple regression technique that includes Model Summary. Analysis of coefficient and correlation has been done on collected data which is gathered with the help of questionnaire and this analysis accepted all hypotheses. Correlation analysis also shows the strong positive relationship among variables. The results of this research show that Impact of Modern Communication Tools in Software Houses of Pakistan has a significant impact on Project Implementation and by conducting proper communication planning, communication skills, information technology, and project timeline of candidate for project team will increase the success rate for projects.

HOW BRAND EXPERIENCE, SATISFACTION, TRUST, AND COMMITMENT AFFECT LOYALTY: A RE-EXAMINATION AND RECONCILIATION

Qasim Hussain — 2025-11-21

This investigation reveals that corporate experience, satisfaction, trust, and commitment are the core drivers of brand admiration. It is revealed that the analytics team analyzes the data per factor separately followed by behavioral and attitude and observes that among behavioral loyalty, experience and commitment factors have a greater impact as compared to attitudinal loyalty; trust and satisfaction have a greater impact on attitudinal loyalty. Whereas on the one hand these factors play their role in determining brand preference, this effect is moderated when they are observed jointly. Moreover, it is satisfaction which in most cases inspires customers’ loyalty and the encouragement of loyalty towards the brand if evaluated as a whole. Additionally, the study highlights how contextual influences, competitive dynamics, and individual consumer motivations further shape these relationships, offering deeper insights for practitioners and researchers seeking to strengthen long-term brand loyalty.

EFFECTS OF SOCIAL MEDIA MARKETING AND SELECTED MARKETING CONSTRUCTS ON STAGES OF BRAND LOYALTY

Mahnoor Wasim — 2025-11-21

This study explores the influence of social media marketing and key marketing constructs, such as value consciousness (VC), brand consciousness (BC), and brand love (BL), on the development of brand loyalty stages in the Pakistan clothing and food industry. Data was collected from 332 consumers using a self-structured questionnaire. The findings reveal that social media marketing significantly impacts BC and BL, which indirectly contribute to brand loyalty at cognitive, affective, and conative levels. However, VC shows a limited effect on brand loyalty, reflecting the dynamic and cost-sensitive nature of fast food and clothing consumers. Additionally, the study highlights how digital engagement patterns, consumer perceptions, and competitive market trends further shape loyalty formation over time. This research provides a comprehensive framework for marketers to design targeted strategies to foster brand loyalty by leveraging social media interactions and consumer consciousness.

THE ROLE OF BRANDING AND BRAND MANAGEMENT IN STRATEGIC MANAGEMENT

Sher Ali — 2025-11-21

Branding and brand management play a crucial role in strategic management by supporting market positioning, competitive advantage, and long-term sustainability. A strong brand enhances differentiation and customer loyalty, ultimately increasing business value. In today’s competitive environment, strategic brand management aligns brand identity, consumer perceptions, and organizational objectives, enabling firms to maintain consistency in messaging, grow brand equity, and respond effectively to market shifts. Companies that invest in strategic branding often benefit from higher consumer trust, premium pricing, and greater resilience. This study examines the influence of branding on strategic decision-making and its impact on organizational growth. It highlights that branding extends beyond positioning to include brand equity, brand architecture, and their collective influence on firm performance. In the context of rapid digital transformation, the research also considers the roles of social media, customer engagement, and online brand experiences in shaping modern brand strategies. Several globally recognized brands are used as case studies to demonstrate how organizations achieve brand relevance, innovation, and expansion. The study further explores key challenges such as brand dilution, reputational risks, and market disruptions, emphasizing the need for organizations to continuously update their branding strategies to match evolving consumer behaviours and industry trends. Overall, the research establishes that branding is not merely a marketing tool but a strategic asset that significantly determines corporate success. Integrating brand management into strategic planning enables firms to strengthen competitive positioning, improve customer loyalty, and achieve sustainable long-term growth. This study is valuable for business leaders, marketers, and strategists aiming to maximize brand value in a rapidly changing business environment.

THE IMPACT OF INDUSTRY TRENDS ON STRATEGIC BUSINESS AND MARKET MAPPING

Aamna Jamal — 2025-11-21

In the context of Pakistan, this descriptive study investigates the dynamic landscape of industry developments and their significant influence on strategic business and market mapping. The problem statement emphasizes how important it is for companies to manage a quickly changing environment that is influenced by changes in consumer tastes, technology breakthroughs, and global economic trends. The goal of the study is to offer insightful information about the tactical methods used by Pakistani companies to take advantage of and conform to new developments in the market. The recognition that comprehending and adjusting to industry trends is essential for long-term corporate performance serves as the basis for the research justification. This study uses a descriptive research methodology to examine the tactics used by various organizations across sectors in response to changing industry dynamics through an extensive evaluation of pertinent literature. This study concentrates on comprehending how market mapping and strategic business are impacted by innovations in the industry. It seeks to close the knowledge gap about emerging consumer patterns, market projections for the future, and the systematic integration of data sources.