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This article examines the impact of management structure on the performance of population control program in Pakistan. Specifically, it explores the relationship between management structures and program outcomes in social marketing program (SMP) contexts. A combination of pattern matching and explanation building techniques for embedded case analysis was used and the data brought together in a reasoned form to provide an analysis and explanation of the focused topic. Management structures adopted for various SMPs for family planning were defined directly or indirectly by the funding agencies, and these, in turn, led to varying implementation difficulties. The Pakistani experience shows that donor agencies' involvement in operational issues has little positive impact on the program outcome. Essentially, the findings afford program managers evidence-based insights in developing new structure and avoiding failed ones. It emphasizes that, in countries where more than one SMP are in operation, the stakeholders need to assess program components circumspectly to avoid duplication. Overall, the article provides strategic directions to stakeholders on how varying organizations handling social marketing projects could enhance operational effectiveness of the program. It emphasizes the need for improved coordination, devolution of responsibilities, alignment of organizational goals with the program goals, and effective involvement of local stakeholders in program planning.

Branding is at best a complex phenomenon in conventional commercial settings and even more so in social marketing where the application of branding concepts and techniques are fairly recent but nevertheless gaining momentum. Against the backdrop of contraceptive social marketing programs implemented in Pakistan over the past 2 decades to promote the use of contraceptives, this article examines ways in which social marketing organizations used branding in a variety of ways to achieve positive behavioral changes and stronger market positioning. Using 3 illustrative case studies, our article provides a review of issues influencing branding in a highly regulated market-space. It finds that the development of trademarks and logos is fundamental to building a memorable brand, as is consistency of design and colors. Much of the techniques applied can be described as "pseudobranding"; (Hall & Jones, 2007) — conveying the identity of the product while not actually naming it.

The paper aims to study the factors that influence online purchase intention among university students in Pakistan. A cross-sectional study was conducted between March 2020 and April 2020 to collect quantitative data on the role of six factors on online purchase intention and their degree of influence among a sample of 513 university students in Karachi with or without online shopping experience. Findings suggest that perceived benefits, shopping orientations and customer satisfaction have a significant and positive impact on purchase intention while perceived risk has a significant but negative impact. Subjective norms and e-WOM do not affect purchase intention. Results suggest that customer satisfaction is the most prominent positive influencer of online purchase intention and perceived risk is the most dominant restraining factor. The results provide a detailed insight on factors influencing online purchase intention. This is the first set of empirical data on online purchase intention among university students in Pakistan and can be used by practitioners in design and implementation of online marketing strategies in similar environments.