The Lahore Journal
of Business

The Lahore Journal
of Business

Lahore Journal of Business

(HEC recognized journal in “Y” category)

The Lahore Journal of Business is aimed at providing a specialized forum for dissemination of qualitative and quantitative research in various areas of business administration. The LJB invites researchers, policy makers and analysts to submit original theoretical and empirical papers that explore and contribute to the understanding of various areas in the business domain. The Journal aims at bringing together state-of-art research findings, particularly from emerging markets, in various business disciplines including (but not limited to) accounting, banking, management, marketing, finance, investments, human resource management and organizational behavior.

Sana Azar, Amina Talat, Feryal Khan and Anam Rana

This study explores consumer behavior toward nonlocal brands in Pakistan. Specifically, it examines the extent to which (i) product quality, (ii) country of origin, (iii) religiosity (in the context of Pakistan as a predominantly Muslim country), (iv) social status, and (v) the unavailability of local substitutes determine consumers’ purchasing decisions. Consumer ethnocentrism and the desire to emulate economically developed country lifestyles serve as the study’s moderating variables. The research data was collected through a questionnaire survey conducted in Lahore among a sample of 200 people between the ages of 18 and 55. The questionnaires were distributed via Google Docs and employed a convenience and snowball sample. A confirmatory factor analysis was carried out to establish reliability and validity. The structured model was then used to assess the relationships identified above.