Purpose: This study examines the mediating role of brand equity between sponsorship and competitiveness of the sponsoring firms in Kenya. Design/Methodology/Approach: The study employed an explanatory mixed-methods design in a pragmatic approach. A census was conducted among 96 marketing and finance managers representing 48 sponsoring firms, with 65 valid responses (67.7%). The Baron and Kenny four-step regression approach was used to analyze composite scale scores, and interview evidence was used to interpret the results. Findings: Corporate sports sponsorship significantly predicted competitiveness (B = 0.792, beta = 0.415, p = .001) and brand equity (B = 0.730, beta = 0.472, p < .001). When sponsorship was controlled for, brand equity was an important predictor of competitiveness (B = 0.782, beta = 0.634, p < .001). Full mediation was supported with the sponsorship coefficient now being B = 0.221 (beta = 0.116, p = .267) after brand equity was added to the model. Implications/Originality/Value: The findings highlight brand equity as the main pathway to competitive sponsorships, stressing long-term brand building, fit, and activation rather than visibility alone.
Purpose –This research seeks to account for the effect of wellbeing-oriented HRM on employee proactivity and thriving at work and examine the mediating role of psychological needs satisfaction (autonomy, competence and relatedness) based on self-determination theory. Design/methodology/approach – Using a cross-sectional research design, 408 frontline employees from banking organizations in Pakistan were sampled and the hypothesized relationships were tested by employing variance-based structural equation modeling technique through SmartPLS 4 software. Findings – The results indicate that wellbeing-oriented HRM has direct and positive relationship with employee proactivity and thriving at work. Additionally, competence and relatedness need satisfaction mediate these relationships. However, in contrast to self-determination theory, mediating role of autonomy need satisfaction was not found. Practical implications – This investigation uncovers the role of wellbeing-oriented HRM in developing a proactive and thriving workforce in service-oriented organizations. Particularly, findings of this research suggest managers of banking organizations to enact a system of employee-centric HRM practices that mainly focus on employee wellbeing and can foster employee proactivity and thriving directly and through satisfaction of competence and relatedness needs. Originality/value –This research suggests wellbeing-oriented HRM as a vital pathway to foster employee proactivity and thriving simultaneously. Findings of this study enlighten unique and relative importance of three psychological needs satisfaction and underscore the necessity to make appropriate investments in employee-focused HRM practices to foster employee proactivity and thriving concurrently through satisfaction of competence and relatedness needs.
Purpose: This research examines the asymmetric impact of trade openness on economic growth in Pakistan over the period 1997 to 2024. Methodology: The study employs the Autoregressive Distributed Lag (ARDL) Model along with the Nonlinear Autoregressive Distributed Lag (NARDL) Model, decomposing trade openness into negative and positive partial sum components to capture asymmetry. ADF unit root tests confirm mixed-order integration, validating the ARDL methodology, while the bounds test confirms long-run integration at the 1% significance level. Findings: Results reveal that in the long run, a positive shock of trade openness has a significantly negative effect on economic growth, while a negative shock has a positive but insignificant effect. In the short run, a positive shock to trade openness has a significant positive impact on economic growth, while a negative shock has an insignificant negative impact. The human development index remained a robust determinant of growth. Implications: Findings suggest that trade liberalization policies prioritizing export competitiveness require asymmetric design and prudent import management in Pakistan.
Purpose: This study examined the effect of resource allocation on the financial sustainability of selected public universities in Kenya and evaluated the moderating effect of corporate governance principles on this relationship. Design/Methodology/Approach: The study adopted a positivist research philosophy and an explanatory research design. A census of 35 chartered public universities was conducted, with data collected from 140 purposively selected respondents and secondary financial records. Descriptive statistics, regression, and hierarchical regression analyses were used to test the hypotheses. Findings: Resource allocation had a positive and significant effect on financial sustainability. Corporate governance principles also had a significant positive direct effect and significantly strengthened the relationship between resource allocation and financial sustainability. Implications/Originality/Value: The study provides empirical evidence that effective resource allocation, supported by strong corporate governance, enhances the financial sustainability of public universities. The findings offer practical guidance to university managers, governing councils, and policymakers in strengthening governance and financial management practices to promote long-term institutional sustainability.
Purpose: This study assessed the effects of fintech adoption on audit quality of commercial banks in Eswatini, focusing specifically on Automated Teller Machines (ATMs), mobile banking, and internet banking platforms. Design/Methodology/Approach: The study employed a quantitative, correlational, and cross-sectional research design. Primary data were gathered using a structured five-point Likert scale questionnaire administered to internal auditors from the four commercial banks in Eswatini and external auditors from two leading audit firms in Eswatini. Hypotheses were tested using Pearson correlation and multiple linear regression analysis. Findings: Results revealed that all the three investigated fintech tools (ATMs, Mobile banking and Internet banking) have a significant positive effect on audit quality. ATM adoption had significant effect on audit quality. Mobile banking adoption showed a significant positive effect on audit quality. Internet banking adoption had a significant effect on audit quality. Implications: The study provides empirical evidence that fintech integration strengthens audit trails, enhances internal control verification, and reduces information asymmetry in emerging banking sectors. It offers policy insights for bank managers and regulatory authorities to pair technological expansion with robust risk management frameworks.
