Yousaf Shah Khan

Academic

Verbatim text

Yousaf Shah Khan
+92333-7255401, Yousaf_13@hotmail.com
Sector F – 11/1 , Al-Safa Heights 2, Islamabad
LinkedIn: https://www.linkedin.com/in/yousaf-shah-92b95a215/
Education
Bachelor of Business Administration (BBA)
Major:
Marketing
The SuperNova, Islamabad
A- Levels (Pre-Medical)
Cadet College Hasanabdal, Islamabad
O- Levels (Sciences)
Projects
Final Project:  The impact of brand identity on customer retention through the mediating role of customer
satisfaction
Use of Data Envelopment Analysis to assess the impact of brand identity on customer retention.
Semester Projects:
Downfall of Nokia by Harvard business review formulated a decision making case study on the
‘Downfall of Nokia’.
Report on Corporate Culture Developed a report on corporate social responsibility by interviewing the heads of CSR
departments PEL, Mari Petroleum, HBS University.
Outloud 2018 Revived an old brand in the present market through new and innovative marketing strategies
Scar- A business ethics project in which the rights of consumers are highlighted in relation to exchange and refund
policy from the brands. The whole campaign can be found on social media under Scar_Fast.
Work Experience
Ghani Consortium  Sales Manager, Islamabad
Jul 2020 - May 2022
Prime Steel
Area Manager, KPK
Aug  2021 - May 2022
Jul 2021 - May 2022
Assistant to the CEO
Jun 2019 – Sep2019
June 2019 – Sep2019
Skills & Tools
Professional Skills:
Ability to think critically on my feet, a team person who has a good understanding of the
verbal and non-verbal cues of individuals. Proficient in managing and organizing. Always on
the lookout for an intricate approach to problem solving.
Technical Skills:
MS-Office, MS- Word, MS-PowerPoint, MS Excel, Canva, Peachtree
Achievements
Protocol Secretary of NaSCon’22.Joint Secretary for NUMS, 2022
Coordinator to team lead at NaSCon 2018
Team lead at Outloud 2019, a month long marketing event where we got 3rd position.
Trainings / Certification
Boot camp of Cadet College Hasanabdal. (use of First aid, Critical thinking, Leadership and communication)
Activities
Organizer of Welcome 19,20 and 21. Part of host team at Roots Olympiad 2017
Organizer of TedX talks with leaders from different sectors of the market called such as Mr Ali Swati CEO Redtale
Organized a webinar by the name of Securing your dream job in collaboration with NUES and speaker Dr Ayesha Binte
Ishfaq
Organized a workshop again with collaboration with NUES regarding Basic functions of sensors and actuators.
Interests
Networking, hiking, Cricket,
Class of BBA
Final Year
Projects
“Assessing the impact of financial inclusion on economic growth:
Moderating role of inflation in South Asian economies ”
Project Brief: Economic growth is a crucial macro-economic indicator for every country. Countries
strive to achieve maximum economic output. The economic growth of a country is affected by
financial system of a country. Financial inclusion is a big factor in a financial system. The economic
output is affected by the level of financial inclusion existing in an economy. Because increase of
financial system will increase the transaction and information cost that will spur economic growth.
Inflation is a variable that can influence this relationship. It is important to investigate the impact of
inflation on relation between financial inclusion and economic growth because inflation in an
economy determine the pattern of spending and saving. And how this behavior influence financial
inclusion that will have an impact on economic output in South Asian countries.
Objectives: To examine the correlation between financial inclusion and economic growth. To
measure/quantify the impact of financial inclusion on economic growth. To investigate the impact
of inflation on financial driven economic growth
Methodology: An IFI is constructed for eight South Asia countries and economic growth will be
measured in terms of GDP growth ranging from 2004 to 2020. Panel Data analysis will be utilized.
Secondary data is collected and analysis will be carried out using Eviews.
Area of Study:
Finance
Supervisor Name:
Dr. Muhammad Yasir
Group Members:
Hamna Jalal (I18- 0254)
Ahmad Nawaz (I18-0191)
Muhammad Hassan ( I18-0177)
Business Analytics Maneuvers Firm Performance through Customer
maximizing their profit through analytical tools and what mediating role the performance of
Customer Relationship Management (CRM) System plays in determining the impact of the adoption
of Business Analytics (BA) on firms’ growth provided that their size and age remains constant. It
addresses the ‘implementation gap’ of the application of BA within CRM System in banking,
emphasizing on its influence upon a firm therefore, imparting the benefits that can be reaped by
the companies whose profits are derived through customer orientation so that more firms adopt it
to experience a radical change in every aspect of their business progression. Previous studies have
taken into account developed countries perspective only. However, this study conveys the cross-
cultural dimension as it delivers the scope of the adoption of BA by the firms of an emergent
supporting the framework based on the Resource-based View theory, Stakeholder theory and
Knowledge Management theory will be conducted to derive reliable and accurate results and
findings.
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Area of Study:
Cross-Cluster
Supervisor Name:
Dr. Hammad Majeed
Group Members:
Meerab Assad (I18 - 0026)
Muhammad Haysum Farrukh (I18 - 0052)
Amna Ahmed Khan (I18 - 0043)
Ausjah Ali (I18 - 0110)
COVID-19 triggering Impulse Buying due to increasing Usage of Social
Media; with the moderation of Consumer Engagement (Affective and
Cognition) and Anxiety
Our research aims to close the aforementioned gap in the literature on the nexus between covid-19
and impulse buying. After thorough research, findings about the impact of covid on impulse buying
and the variables that instigated it were limited (Islam, et al., 2020). Our research aims to explore
customer psychology of impulse buying during COVID-19. During this pandemic the use of social
media and the exchange of information has increased. This in turn has an impact on consumers and
their level of anxiety (Vázquez-Martínez, Mediano, & Leal-Rodriguez, 2021). This study will focus on
building a consumer buying process in the context of an emergency crisis like COVID-19 (Roy &
Chakraborty, 2021). It will provide useful research that identifies the role social media plays in
developing consumer impulse buying during the pandemic. We will analyze customer engagement
and related content over social media platforms, keeping in regard the nature of these platforms.
Area of Study:
Marketing
Supervisor Name:
Ms. Sarah Khan
Group Members:
Hassan Ahmed Somroo (I18-0045)
Lajpal Haider Malik (I18-0085)
Saman Asif (I18-0037)
Wafa Zainab (I18-0158)
Digital Marketing ascendancy on Brand Equity; with the mediation of
Brand engagement and moderation of Online reviews and Brand
experience.
Brand equity is an important aspect for businesses and a prime concern for them is its
enhancement. They are always on a lookout for tools that will be a contributing factor towards
brand equity development. In this particular research, we have tried to investigate how brand
equity is impacted by digital tools for online shopping customers in this technologically advanced
era. The study discusses how in this innovative era, digital marketing is contributing towards
engagement of customers with brand and ultimately to brand equity enhancement.  The study was
taken under consideration to discover how businesses can attain maximum benefit from digital
tools such as social media, email and viral marketing and also how good or bad online reviews can
ultimately be a deal maker or breaker for businesses. We further aim to investigate how,
engagement of the customer with the brand due to these tools, resulting in a positive or negative
experience will boost its equity. We aim to study this phenomenon through different theories,
models and examples. After understanding the relationship, the study will reach its core ideology
where forthcoming actions will be discussed, which will aid businesses and marketers to analyze
and plan for future strategies.
Area of Study:
Marketing
Supervisor Name:
Dr. Abdul Wahab
Group Members:
Sunya Omar (I18 - 0047)
Meryam Bakht (I18 - 0095)
Marium Raza (I18 - 0150)
Maryam Shah Bano (I18 - 0180)
Effect of Green Consumer Marketing on Consumer Buying Behavior:
moderated mediation model
Over the decades, the attention towards environmental concerns have been increased remarkably
that has led green consciousness among people. As we all know, unlike human needs, resources are
finite. As marketing students we know how much important role marketing plays in shaping the
attitude and buying choices of consumers. The reason for choosing this topic as our final year
project is to identify the impact and effect of Green Marketing on customer buying behavior in
order to fill the existing gap in this domain. It highlights a mediating variable i.e. Green Brand
Awareness, demonstrating how it help Green Marketing effect Consumer Buying Behavior.
Moreover, we have used Environmental Knowledge as a moderator. The moderator in the study
effects the two relationships, firstly between Green Marketing and Consumer Buying Behavior,
whereas secondly between Green Brand Awareness and Consumer Buying Behavior. After testing
the nature of these relationships we have analyze how each variable along with the mediator and
moderator has an important impact on one and other. Moreover, the research ought to bring
insights of how Green Marketing can be used as beneficial for the businesses and its study later on
in the business world. In addition, at the end the study will present the reasons as of why green
marketing can be an important component considering other variables of the study in the future.
Area of Study:
Marketing
Supervisor Name:
Ms. Sarah Khan
Group Members:
Abdullah Zulfiqar (I18 - 0086)
Rida Akmal Janjua (I18 - 0065)
Amna Anwar (I18 - 0072)
Rimsha Asad (I18 - 0050)
Embracing equity and equality – Developing a gender diversity, equity
and inclusion toolkit
This project aims to reinvigorate the concept of gender diversity, equity, and inclusion (DEI) in
in the internationally developed Global Diversity Equity and Inclusion Benchmarks (GDEIB) 2021
standards. A toolkit has been developed which provides examples of DEI best practices from 20
Abacus, Bank Alfalah, British Council, Engro Polymers, Feroze1888, FINCA, Hashoo Groups, HRSG,
Interloop, Jazz, JS Bank, Metro Cash & Carry, Mobilink Microfinance Bank, PPAF, PTCL, S&P Global,
under four basic categories of GDEIB 2021 namely foundation, internal, external and bridging
group. These four groups are further divided into 15 sub categories which include vision,
leadership, structure, recruitment, advancement, compensation, benefits and flexibility,
assessment, communication, learning, sustainability, community, services and products, marketing,
and responsible sourcing. Overall, there are three sections in the toolkit. The first two primarily
focus on gender whereas the last section highlights practices encompassing other diversities in
and equity. Overall, it intends to reduce equity gaps at workplace that hinder DEI by offering
solutions and highlighting practices to ensure the development of an inclusive diverse climate
where all employees feel valued and appreciated.
Area of Study:
HR
Supervisor Name:
Dr. Sadia Nadeem
Ms. Ayesha Bano
Group Members:
Ayesha Siddiqa (I18-0064)
Javeria Jamil (I18-0060)
Neeha Khan (I18-0080)
Razeen Fawad (I18-0013)
Impact of Financial Literacy on Firm
Sustainability: Mediating role of Financial Risk Attitude.
Finance managers face significant difficulties, staggeringly unsure monetary conditions because of
worldwide rivalry, and the fortifying of the dollar against the rupees. Monetary proficiency has
acquired a lot of interest from the scholarly community and policymakers in the last not many years
because of its pertinence to individuals' practical monetary and monetary choices to improve their
future prosperity. The developing intricacy of monetary and ware markets could lead uninformed
buyers to settle on helpless decisions. The purpose of study is to examine the role of financial
literacy in determining financial sustainability. The role of financial risk attitude in explaining this
relationship, which is also the part of the study. This research is backed by the gap in the financial
with knowledge based resource theory. According to this perspective, financial risk attitude
mediates the relationship between financial literacy and firm sustainability. The primary
motivations behind research are to advise activity, assemble proof for speculations, and add to
creating information in a field of study. This research will also benefit the managers, fund
Area of Study:
Finance
Supervisor Name:
Dr. M. Bilal Saeed
Group Members:
Sadaqat Ali (I18 - 0118)
Qodseya (I18 - 0137)
Abubakar Javed (I18 - 0148)
Hussain Shoukat (I18-0132)
Impact of Perceived Service Quality on Customer Satisfaction with
moderating Role of Price Sensitivity in the Telecommunication Sector in
This study aims to examine the impact of perceived service quality by testing the relationship of
several dimensions of perceived service quality namely efficiency, fulfillment, system availability,
and privacy with customer satisfaction by integrating price sensitivity as moderator, in the
competitive encouraging companies to innovate to provide their customers superior value and
quality at economic prices. This is crucial as customer satisfaction is highly affected by network
quality, customer service quality, and pricing structure offered by the telecom companies. This is a
cross-sectional explanatory research paper which uses data from 300 customers of four telecom
convenience sampling technique. The study uses reliability analysis, correlation analysis,
moderation analysis, and linear regression model to analyze and interpret the data collected.
Area of Study:
Marketing
Supervisor Name:
Ms. Sarah Khan
Group Members:
Ayesha Durwaish (I18-0255)
Bilal Pirzada (I18-0010)
Maria Hafsa Noreen (I18-0083)
Shuja ul Hassan (I18-0113)
Impact of Social Media Influencer’s Personality Traits to a Customer’s
Willingness to Explore a Brand
Influencer marketing is a form of social media marketing which involves endorsements and brand
placement from celebrities and internet personalities who exhibit an expert level of knowledge or
social influence. It is an emerging marketing tool that brands are increasingly using for promotion
and to raise awareness about their products in general. This study focuses on how influencers’
personality traits determine whether a customer is willing to gather more information about a said
brand or not. Personality traits, in this research, were informative value, expertise, attractiveness,
and relatability. Similarly, this study will also shed light on the mediating role of post credibility,
trust in the influencer and interest in the post between influencer personality traits and a
customer’s willingness to further explore a brand. This report will serve as a valuable resource for
businesses interested in pursuing influencer marketing. It will also be an interesting read for those
who want to learn more about the relationship between influencer personality traits and a
customer's willingness to explore a brand.
Area of Study:
Marketing
Supervisor Name:
Ms. Sidra Abbas
Group Members:
Abdul Munim Toor (I18-0151)
Asad Gulzari (I18-0062)
Minahil Zehra (I18-0096)
Sakina Khalid (I18 - 0030)
Investigating the impact of social media influencers’ credibility
dimensions on product interest in the cosmetics industry of
Often termed as marketing’s next important thing, the use of influencer marketing has been gaining
momentum throughout the years. The idea behind influencer marketing is to use influencers on
social media to promote a brand or a product to their followers using social media. The research
also relates to digital marketing. The study focuses and investigates the impact social media
influencers (YouTubers, Instagram, blogs, etc.) have on the purchase intent/ interest of consumers
who have a regard for the credibility of influencers. The paper will also investigate how Para social
Interaction, which refers to a one-sided/imaginative interaction between a consumer and an
influencer, and Online Engagement explain the relationship between Influencer Credibility and
Product Interest. Nowadays, consumers heavily rely on influencers’ word of mouth as they are
believed to be a credible source of product information, hence the study aims to provide
recommendations to businesses on how to better utilize influencer marketing. Moreover, the
research also targets raising awareness among influencers regarding the impact they have on
consumer behavior Along with examining and understanding the relationship between the
variables, the study will also aim to develop recommendations for how businesses can use
influencer marketing to the best of their capabilities. So far, our results show us that attractiveness
and expertise don’t play a significant role in this relationship/model. Both mediation and direct
relationships are proved to be wrong in our results.
Area of Study:
Marketing
Supervisor Name:
Ms. Sidra Abbas
Group Members:
Adeel Ahmed Khan (I18-0014)
Usman Mirza (I18 - 0029)
Fatima Tahir (I18 - 0120)
Investigating the impact of social media marketing elements on brand
commitment and brand awareness: with the mediating role of COBRAs.
With the growing competition among businesses, the need for digital marketing has escalated in
the past decade. Digital marketing gives an opportunity to be creative and help firms to keep
themselves standing out. Hence, in order to contribute to the evolving marketing literature, we aim
to investigate the impact of social media marketing on brand commitment and brand awareness,
however with COBRAs acting as a mediator in this relationship. The study specifically focuses on
technique. The population framework would consist of social media users from different age
brackets. Proposed unit of analysis would be individual where data would be collected from
participants through online questionnaires. The data collected would be quantitative, hence SPSS
and Smart PLS will be used as statistical tools to analyze it.
Area of Study:
Marketing
Supervisor Name:
Ms. Sidra Abbas
Group Members:
Fatima Talib (I18 - 0115)
Azra Wakeel Ahmed (I18 - 0165)
Fatima Maqsood (I18 - 0082)
Onboarding Challenges of New Recruits during the Covid-19 Pandemic: A
In 2020, the pandemic Covid-19 caused almost all organizations to adopt work from home mode. As
this was an unexpected and a first time experience with working from home, it created challenges
for the managers handling different functions of an organization. This study focuses on indentifying
the challenges faced by managers of software organizations that were responsible for conducting
onboarding of new recruits during the pandemic of Covid-19. Software Industry is targeted since
during another study, this gap was identified by the managers, of software organizations,
themselves as they perceived this industry to continue with work from home or adopt a hybrid
model in the future. The function of onboarding is selected since; software organizations consider it
to be an integral process which adds to their culture. Moreover, there were studies that focused on
discussing the challenges faced by employees during the pandemic but didn’t account a managerial
perspective, thus this study fills that void as well. Finally, it also identifies the solutions adopted by
the managers and evaluates the entire onboarding process during the pandemic and remote work.
Furthermore, as remote work has opened greater opportunities for more individuals to enter the
employee market, we believe it is a model that will be adopted by other industries as well. Thus our
study can be a basis for their understanding of the challenges that can be encountered.
Area of Study:
HR
Supervisor Name:
Mr. Danial Hassan
Group Members:
Saleha Zahid (I18 - 0058)
Fiza Kingravi (I18 - 0028)
Mahnoor Mughal Saddiq (I18 - 0185)
The effect of advertisements on consumer’s purchase decision: mediated
by self-image and moderated by gender.
The main aim of this research is to examine advertisements, how it affects consumer purchase
decisions, and how this relationship is affected by different roles. It will help us to analyze the
overall effect, both positive and negative, of advertisements on the purchase decision of
consumers. This research not only tells us about the relationship between advertisements and
purchase decisions but also the effect of different roles such as consumer self-image, consumer
social image, and gender. Firstly, it helps us to closely analyze the mediating role of consumer self-
image on the relationship between advertisements and purchase decisions. Moreover, this
research will enable us to examine the moderating role of gender that different advertisements
have on consumer purchase decisions. The extra factors in digital marketing and different channels
must be taken into consideration because they may act as a contrast in identifying any variations in
the research. Also, this study was taken under consideration because of an identified gap, which is a
lack of focus on different industries which would allow researchers to explore more about the
purchase decision of consumers. Thus, this research will overall help to study the relationship
between advertisements and consumer purchase decisions and how this relationship is affected by
different roles.
Area of Study:
Marketing
Supervisor Name:
Dr. Haider Malik
Group Members:
Adan Zahra (I18-0003)
Laiba Ahmad (I18-0152)
M. Aftab Rabbani (I18-0093)
Rabia Mohsin (I18-0063)
The Impact of Advertisement on Admission Inquiries and Enrollment in
Advertising is one of the most vital aspects of a business as it creates a personal connection
between consumers and the business. All sectors within an economy require some advertisement
to keep their businesses running. Likewise, the private education sector also requires the use of
advertisement; to gain new customers and retain existing customers. This study focuses on
and attracting students for enrollment. It highlights what marketing strategies are adopted by
educational institutes (schools). In addition, it investigates which strategies prove to be fruitful as
well as which are not advantageous in regard to the education sector. As the previous research
conducted in this sector is limited, this study will be able to contribute to educational institutes,
particularly schools, to help them adopt different advertising strategies to promote their
businesses. The study is qualitative in nature and interviews were held with representatives of the
collected, analyzed through a thematic analysis, provides evidence regarding how advertisement
Area of Study:
Marketing
Supervisor Name:
Dr. Atif Bilal
Group Members:
Amna Zakeer (I18-0175)
Mamana Fatima (I17-0703)
Shehryar Ehsan Malik (I18-0122)
The Impact of Brand Identity on Customer Retention through the
mediating role of Customer Satisfaction and moderation of Brand
Commitment
Our topic will explain the relationship between all our four variables. The first one which plays the
role of independent variable is brand identity, which includes all the visible elements of the brand
like color, design and logo that has an impact on consumers mind. The second variable is customer
retention which is dependent on brand identity, is about retaining your existing consumer base and
preventing them from switching to a competitor. Moreover, customer satisfaction will play a
mediating role between brand identity and customer retention as it examines the consumer’s
perspective and predicts whether the customer will be retained or not. Moving on to our
moderator i.e. brand commitment is related to the loyalty of the consumers towards a particular
brand (Utpal, 1997). Brand identity will help us evaluate how the physical features of a product can
have an impact on consumers mind and whether or not it plays a role in their purchasing decision.
Secondly, we will provide a detailed insight of how customer satisfaction and brand commitment
plays a part towards customer retention. If the loyalty of a consumer towards a brand i.e. brand
commitment is strong then the relationship between our independent and dependent variable will
be strengthen otherwise, vice versa. Lastly, customer satisfaction will also help us analyze that
whether the consumers will be retained or not
Area of Study:
Marketing
Supervisor Name:
Ms. Sara Khan
Group Members:
Tahreem Taqi (I18-0001)
Yousaf Shah (I18-0025)
Umer Khan (I18-0131)
The Impact of Covid-19 on Consumer Motives Leading to Changes in
Purchase Preferences
The pandemic has led to hysteria in all markets throughout the world, yet the online marketplace
has observed a profitable change. This study investigates the ways in which the pandemic has
as a result of which consumers and businesses have had to alter their behaviours. This study has
how age has a notable impact on the shopping preferences of individuals. Moreover, hedonic and
utilitarian consumer motives have been defined within the study which further clarifies how
consumers take purchase decisions. The study is quantitative in nature and a questionnaire has
collected provides evidence regarding consumer preferences and allows for discussion on how
consumers have been making use of online market spaces during the pandemic.
Area of Study:
Marketing
Supervisor Name:
Ms. Sarah Khan
Group Members:
Iqra Shoaib (I18-0088)
Rubab Arshad (I18-0116)
Sumbul Khurshid (I18-0041)
The Impact of CSR Initiatives on Brand Equity with the Mediating Impact
of Brand Image
This research is being conducted to find the impact of Corporate Social Responsibility (CSR)
their relationship. With the consumers evaluating more than a company’s brand, a great focus is
being put onto the Corporate Social Responsibility (CSR) initiatives of a company. Consumers have
grown into evaluating more than a company’s products and services, which makes it important for
companies to keep them in consideration when developing strategic plans in order to obtain sizable
returns and a greater competitive advantage. This research aims to expand the body of knowledge
on corporate social responsibility. The significance of this study shows that in today’s informed era,
with a better understanding of the multidimensional catalytic role of CSR in transforming brand
image and brand equity, organizations can evaluate investments in CSR activities for raising equity
of their organizations. They can also build their brand image around it by communicating the moral
values of a company, eventually transforming it into equity (monetary value). The study will help in
not only identifying the impact of CSR initiatives but also help companies focus on these, when
developing new strategies in order to obtain greater equity.
Area of Study:
Marketing
Supervisor Name:
Dr. Atif Bilal
Group Members:
Afeefah Moazzam  (L17- 5049)
Alma Farhat (I18 - 0099)
Bakhtawar Naseer (I17 - 0773)
Saman Fazl (I17-0926)
The Impact of Digital Marketing on Changing Consumer Brand Preference
with the Moderating Role of Brand Loyalty
Digital marketing evolves to be a powerful marketing tactic in this digital, fast-moving and
information driven world. It has replaced traditional marketing and continues to grow immensely.
Our research therefore discusses the use of digital marketing in businesses and how it helps them
gain potential customers. Our research focused on three types of digital marketing tools: Search
engine optimization, Influencer marketing and Content marketing which were our independent
variables and studied the impact of these on Consumer brand preference which was our dependent
variable. The study also took brand loyalty as a moderator. Little research on the linkage between
these variables with brand loyalty as a moderator is a gap this study aimed to fill.The study followed
a quantitative research design and deductive approach was used to test the existing theory and to
build new arguments. Furthermore, a mono-method research was adopted as a single data
collection technique i.e. questionnaire was used. The research is cross sectional in nature as the
data was collected at one particular time. Our sample size consisted of 250 respondents in the twin
cities (Islamabad and Rawalpindi). These individuals belonged to diverse backgrounds, who had
purchased products either on retails outlets or social media/social websites. Based on regression
analysis done using SPSS software and data collected from the respondents, the results revealed
that certain hypotheses are confirmed while others are rejected.
Area of Study:
Marketing
Supervisor Name:
Ms. Sarah Khan
Group Members:
M. Irshad Mirza (I18-0153)
Hassan Tariq (I18-0153)
Maryam Khan (I18-0090)
Malik Yahya Moeez (I18-0019)
The Impact of Influencer Marketing on Online Purchase Intention with
the Mediating Role of Attitude towards the Brand and Brand Equity on
In this particular research, we have tried to investigate the effect of influencer marketing on online
purchase intentions. Apart from that, in this study, the mediating role of brand equity between
attitudes towards the brand and online purchase intentions will also be studied as well as the
moderating role of message process involvement. The main aim is to study the effect of digital
influencers and attractive celebrity influencers on increasing the online purchase intention of the
product. Furthermore, the study will look at the effects of attractive celebrity influencers’
endorsement on changing the attitude of the brand leading to brand equity and resulting in online
purchase intentions. This study will give a better understanding of how digital influencers influence
Area of Study:
Marketing
Supervisor Name:
Ms. Sidra Abbas
Group Members:
Affan Naseem (I18-0121)
Shoaib Naeem Azad (I18-0140)
Waqas Asif (I18-0147)
Mohammad Abdullah (I18-0144)
The impact of Online Reviews on Purchase Intention: The mediating role
of Emotions
In today’s era, where digitization and e-commerce have become the new normal, online reviews
have gained huge importance and are being dubbed as the electronic word of mouth. With the
rapid growth of internet and online market places, there has been a new form of voicing opinions
about products and brands in the form these online reviews. They play a very important role in
triggering particular emotions in potential customers which ultimately lead to a specific purchase
intention. Online reviews can be divided into two categories; positive and negative. Both of these
categories play an important part in shaping the purchase intentions of the potential customers.
Even though multiple studies have been conducted on the role negative or positive online reviews
play in shaping particular purchase intentions, little investigation has been done on the role
different moderators, which in this case are brand loyalty and perceived knowledge, play in this
relationship. This research is being conducted to break the previous barriers and move further to
investigate the role that brand loyalty and perceived knowledge can play as moderators, in the
relationship between online reviews and purchase intentions by triggering certain emotions.
Area of Study:
Marketing
Supervisor Name:
Dr. Haider Ali
Group Members:
Haider Imtiaz (I18 - 0087)
Abdullah Bin Shuja (I18 - 0018)
Humayun Ishfaq (I18 - 0114)
Waleed Tariq (I18-0023)
The Impact of Packaging on Purchase Intention: mediating and
moderating role of brand image and brand communication
Packaging is one of those notable strategies through which customers are fascinated more. We
aimed to understand just how much of an influence the packaging of a product can have on the
purchasing intention of consumers. Our study aimed to analyze the impact of packaging on
consumer’s buying behavior, identify the impact of packaging on purchase intention considering the
mediating effect of brand image, to examine the effect of brand communication as a moderator on
the relationship of brand image and purchase intention, and examine the impact of packaging on
creating a unique brand image and how it alters consumer perception leading to purchase.
Marketeers are always on the lookout for new and innovative means to achieve this goal. But they
never look to improve the existing features of their products in order to market them better.
Quality is the hallmark of successful products and packaging plays a vital role in achieving premium
quality. The sample size selected for our date collection was 500 based on the unknown
population. To carry out our research study we have used quantitative research method. The data
collection for our research study was based upon on primary data. For this, we have used survey
questionnaire consisting of different questions created on Google Forms. Additionally, the format
we used for our report is an empirical research paper and data collection was based on a survey
questionnaire. Moreover, we ensure that our key findings, limitations identification, suggestions,
and recommendations would help companies regarding the crucial elements of packaging that
interact, engage and make the consumer perception to purchase and be loyal with brand products.
Area of Study:
Marketing
Supervisor Name:
Mr. Atif Bilal
Group Members:
Sardar Talha Nawaz (I18-0136)
Iqra Javed Qureshi (I18-0051)
Raja Aqeel Usman (I18-0186)
Muhammad Daniyal (I18-0004)
The Impact of Price, Brand Image and Service Quality on Customer
Satisfaction Leading to Brand Switching; Moderation of Word of Mouth
In today’s age, the survival and success of any business is determined by its relationship with its
customers. The continuous staggering growth in the field of social media indirectly impacts all
phases of life around the globe. Thus, realizing this opportunity, marketers adapt different
strategies to keep up with the ever-changing trends of the markets. This study provides fresh
insight to companies from a marketing perspective, specifically to managers whose prime focus are
the products or services and the relationship with their customers, so that they can create such
strategies that enables them to attain and sustain competitive advantages. To view the impact of
prices, brand image and service quality on customer satisfaction and observe what factors force
customers to switch to different brands taking word of mouth as a moderator. This study will be
based on quantitative research at an individual level. We will conduct a survey from 250-300
customers of various products and services belonging to different socio-economic classes in the
twin cities so as to give a detailed understanding of the impact of the above mentioned variables on
customer satisfaction. The objectives of the research will be achieved by running statistical tests
such as descriptive, correlation and the hypothesis will be tested using regression through SPSS to
achieve significant results for our study.
Area of Study:
Marketing
Supervisor Name:
Ms. Sarah Khan
Group Members:
Anushah Agha (I18 – 0092)
Misha Haseeb (I18 – 0145)
Aleena Batool (I18 – 0075)
Maham Bilal (I18 – 0183)
To study the mediating role of Brand Awareness between Product
Quality, Promotional Tactics and Brand Trust, and how significantly
Brand Image impacts this relationship
With increasing competition among brands worldwide, they are spending more and more on
marketing and advertising in order to gain a large share of the market. As marketing majors, we
were always curious about what factors play a role in developing an effective marketing plan and
what outcomes are expected from that specific plan. The reason we choose this topic for our final
year project is to identify the role of product quality in the development of brand trust among
consumers, but this relationship has a mediating variable of brand awareness, as product quality
and promotional tactics help brands to create awareness among consumers about the brands,
which is commonly known as brand awareness. However, we could not demonstrate the
effectiveness of this relationship without taking into account the consumer perspective on brands,
as this perspective is a major factor in making or breaking of brand trust.
• promotional tactics, indicating that the two are unrelated. Furthermore, there is a weak
positive relationship of product quality with brand awareness, brand image, and brand trust.
• Our second independent variable, promotional tactics has a strong positive correlation with
brand awareness. Furthermore, promotional tactics has a strong positive correlation with
brand image. Similarly, promotional tactics and brand trust have a moderately positive
• Our mediator, brand awareness, has a highly significant and strong positive relationship
with brand image, and it is positively correlated with brand trust.
Area of Study:
Marketing
Supervisor Name:
Ms. Sarah Khan
Group Members:
Amna Abbas (I18 - 0109)
Arqam Khan Swati (I18 - 0172)
Zain Ul Abbidin Cheema (I18 - 0091)
Class of BBA
High Achievers
Ayesha Durwaish (18I-0255)
From being a shy freshman to the newly “soon to graduate” student, my life has entirely
transformed. I am extremely grateful for how this institution has changed me into what I am today.
This journey has been a roller coaster from me. From weekly assignments, quizzes, and semester
projects to bearing a strict criterion for attendance, my whole journey comprises of so many events
that has instilled me to cater challenges and excel in my life to the fullest.
With no regrets, I can proudly say that I am a “FASTIAN”, and I’m truly blessed to be called a
graduate of this university. Remembering my first semester, I had absolutely no clue of giving
presentations to such a huge class of nearly 40 students. From being used to of attending only
lectures at college, it was a big trauma to overcome my stage freight and address to such a huge
audience. But I can confidently say how my teachers, who are my true mentors has guided me and
boosted my confidence throughout, to challenge my fear and embrace myself.
My 4 years’ experience have been exceptional not because of the academic achievements I have
secured, but all the unimaginable opportunities that FAST have provided me. From practically
implementing my business idea at an event “Outloud’18” to serving as a teacher’s assistant thrice,
my skills have polished a lot and my journey has become even more memorable. I wouldn’t have a
confidence to grab any opportunity if it was not offered by my university. At every event, I have
enjoyed to the fullest as I have so many memories to recall, for it has given me plethora of joys,
friends and networks that has shaped me to work, enjoy, and succeed and brings me to where I am
today!
I am extremely overwhelmed to say that it was my best decision to choose FAST as my university
because it has not only given me a prestigious degree but confidence, network of friends and
unimaginable experience that’ll differentiate me from others when I step in to the practical world!
Azra Wakeel Ahmed (18I-0165)
Being called an average student my entire life, I could feel the academic pressure accumulating as I
grew up. I wasn’t even sure about my favorite subject so that I could focus on it. I wasn’t sure what
I would be doing in the next five years when I was in 8th grade. When kids my age were dreaming
of success, all I could do was dread failure. My future was ambiguous, I could see no clarity in my
vision and in the middle of that, I got a ‘C' grade in my Islamiat CIE. This was the point that my
confidence shattered. I could hear people discussing my grades and comparing me with others. I
had lost hope. I lost hope In improving myself. In my view I had worked so hard, and if that hard
work didn’t pay off, what could?
When I stepped into my A'levels I didn’t believe in myself enough to opt for subjects like math or
sciences, which are apparently the toughest. So I opted for humanities, that too, with little hope.
However, unexpectedly enough, I got an ‘A' in my subjects. People around me in my college were
new to me, hence they hadn’t seen the old struggling Azra. My new friends, teachers, and the
principal started viewing me as an intelligent and talented girl. I was chosen to provide mentoring
sessions to my fellow classmates who were repeating the courses to improve their grades. I started
taking part in extra curricular activities like table tennis tournaments just because the people
around me told me that I could, I mentored an entire class of students just because people thought
I was capable, since then I never went below average in my studies, just because people believed in
me.
August 2018 I had my first university class. The supporting friends and teachers I had been blessed
with in my college were not around. I was afraid. I was afraid that I might not be able to survive
without them. My first week went horrible. I would come back crying everyday. I knew I was a high
achiever but why was I not feeling the same here. “Why do I not feel confident?” I would ask
myself. I then realized that I had become overly dependent on people's approval for me to believe
in myself. It is great that I understood this very soon and talked to myself about this. I realized that
the same people will not always stick around me. The only support that could be relied on was
within. Since then, I took up every challenge that came my way. My thoughts became my strength.
My faith became my victory and my trust proved so powerful that I became capable enough to be
awarded several dean’s lists and medals throughout my degree. But I do realize that the journey
has not ended. Life will keep challenging me, and I am glad that I have learnt the most important
lesson to face them. ‘Self-Belief’.
Bilal Pirzada (18I-0010)
You’re really not so different. You probably have role models of your own in your career or in life
that you want to be like, so there’s nothing wrong with learning and growing from them and
becoming your own successful person.
I didn’t know I will be writing this so soon, with tears in my eyes and heart filled with emotions this
time has gone so quickly that I want to stop it for a while. On the first day I got zero interest in
where I am because it was more than a hostel than mostly universities are like, but gradually I
started taking part in different activities and I started liking this place. FAST is not a torture it is a
place which will make you something you always wanted to be, it will polish you as much as you
should be and believe me you will feel different from those who are in other universities. What’s
famous about this university is true and Fastians are proud of it I guess and they should be because
this is how practical life is, you can’t get everything in your plate on its own. FAST I am not only
returning with a BBA degree, but also with a network of friends and mentors that will never be
replaced, an unwavering confidence in my abilities, and intellectual grooming that distinguishes me
from who I was the day I stepped into this institution.  I've always believed that God is the best
planner, and when I reflect on this enriching journey at FAST, it reaffirms my belief that this truly
was one of His finest plans to shape me into who I am today!
My experience at FAST was also exceptional because I did not limit myself solely to academics; I
took full advantage of FAST's social life! From attending all of the exciting concerts, to enjoying
bonfires, to making memories on exciting trips, to carrying out the unforgettable Outloud '18.
I came here with news all around that one who goes there never comes back on time and if anyone
does he/she comes out with 2 GPA, as I was already under hard supervision since school and
college time so I thought let’s give it a try and today Alhamdulillah I am writing this note as one of
the high achievers of FAST and I am proud of it. I accepted this place as my university and I decided
to work hard for it, we saw so many events we made so many memories here and all these are
coming back to my mind while I am writing this.
Fatima Tahir
Four Years ago, a very nervous and anxious 18-year-old walked towards the FSM lobby, starting her
first day of university. She had absolutely no clue about how amazing and crazy the coming four
years were going to be and undoubtedly how those years were going to be the best years of her
life.
Apart from my degree program I learnt so many things. First of all, I learnt not to give up no matter
what life throws at you, I learnt time management, stress management and the biggest one:
importance of team work! There were a lot of challenges but they all left a lesson for the future.
There would be sessional after sessional, extensive projects for every course, and the never-ending
quizzes and assignments deadlines.
Other than studying, I got opportunities o participate in so many exciting events. My most favorite
one was playing the lead actress role in the Takhleeq's annual play. I still remember spending time
together with my amazing cast rehearsing for the big day and by the grace of Allah, the play went
remarkably well.
I met an amazing bunch of people that i am so grateful for. We went through a tornado of emotions
from joy to sadness to excitement, but we stuck together till end. Your friends play such a major
role in making your university life worthwhile, and mine surely made it 10 times better. I will miss
our long chats in the in the cafe, playing games with my section A in the spot next to the cricket
ground, taking pictures in numerous gorgeous spots all around the campus, running towards our
classes when we were getting late, waiting for our roll parathas and fries on the cafe counter and
the best part supporting my friends on the countless matches they played and celebrating their
victories. Little moments like these are what made my time in FAST so memorable and indeed they
are the favorite years of my life! I'd just say that how lucky I am to have something that makes
saying goodbye so hard. Alhamdulillah for these precious four years.
Javeria Jamil (18I-0060)
Writing this “high achiever’s note” today reminds me of my journey here at FAST which was full of
learning and fun. The day I stepped into FAST, I had numerous thoughts and concerns about my
university life; today, I am filled with a great happiness and accomplishment!
I have put much effort for the last four years of my life for being able to reach where I am today and
say that I have earned to be here. It was by no means easy, but those struggles have only made this
moment sweeter. What I realized during my time here at FAST is that the rigor and tough time
given to students of FAST in the form of a wholesome meal of assignments, quizzes, and projects
actually polish the students and make them recognize their true potential. This is something that
we students don’t understand in the beginning, but we gradually come to know and appreciate this
dedication from our university’s side just like I did, as this entity is really motivated to pave our way
to success by challenging students' thinking in new and interesting ways.
I enjoyed my experience at FAST as I accepted it as my real destination and the way it is. Hence, it
has been an incredible mix of learning from the competent faculty members, executing real-time
projects, working under the mentorship of well-qualified and sophisticated professors, and
interacting with amazing souls on campus throughout these four years.
What is most appreciable about FAST is that it strives for strengthening the industry-academia
linkage by arranging seminars, lectures from industrial specialists, training sessions, and
entrepreneurial and marketing campaigns, i.e., Outloud’18, which was an amazing event worth
remembering. Through all these opportunities provided by FAST, I am not just taking back a BBA
degree but a network of friends and mentors which can never be replaced, an unshaken confidence
in my capabilities and an intellectual grooming that differentiates me from what I was the day I
stepped into this institution.
Malik Yahya Moeez (18I-0019)
From having no clue of how memorable the journey would be at FAST on my first day, to writing
this down today as a ‘soon-to-graduate FASTIAN’, time has literally flown by!
Recalling my first week at FAST, I too, was dumbstruck like all other freshmen. ‘Homework’ which I
had last done during school came up again with a fancy name ‘assignments.’ Quizzes followed one
after another and the worst part was bearing a one and a half hour class after being used to of a
forty-minute lecture in Fsc!
I had plans to go to university with my college friends and have fun together forever, but fate
brought me here to Fast. It was not easy to settle in a university environment coming from a small
city of Taxila where my classmates were also my neighbors, but the key to settling down at FAST
was the acceptance of the fact that ‘You end up exactly where you are meant to be’. Therefore, I
had no regrets and complaints, I accepted it as ‘MY UNIVERSITY’ wholeheartedly and no matter
how hard it got, I embraced all the challenges knowing that the tough time borne at FAST polishes
you into a finer graduate. Hence it has been incredible learning from the competent faculty
members, executing real-time projects and interacting with amazing souls on campus throughout
these 4 years.
My experience at FAST has also been exceptional because I did not confine myself to academics
only; I enjoyed the social life of FAST to its fullest! From attending all fun filled concerts, enjoying
bonfires, making memories at exciting trips, carrying out the unforgettable Outloud ’19 and
Entrepreneurship Olympiad to serving as the Vice Head Content- Fast Community Service Society
and striving to give back to the community and to inspire this attitude to help the less fortunate in
my juniors, it has been an extremely overwhelming and fulfilling experience throughout! Through
all these opportunities provided by FAST I am not just taking back a BBA degree but a network of
friends and mentors which can never be replaced, an unshaken confidence in my capabilities and
an intellectual grooming that differentiates me from what I was the day I stepped into this
institution.
I would take this opportunity to thank my teachers, who have been more like mentors from my first
semester to my FYP. It is with their help and guidance that I managed to secure medals in my batch
as a high achiever. My seniors and the bond I’ve shared with them is impeccable. To this day I look
towards them for guidance and encouragement.
I have always been a strong believer of God being the best of planners and when I look back at this
enriching journey at FAST, it reaffirms my faith that this truly, was one of His finest plans to shape
me into what I am today!
Minahil Zehra (18I-0096)
It was in 2018 when I entered FAST as a freshman and I immediately questioned my decision,
thinking whether this place was “it” for me or not. Of course as a freshman I tried to look for an
easy way out because of a heap of assignments, quizzes and projects assigned to us. “I’m not cut
out for this”, I would say. But I later realized that FAST was neither about the workload nor about
the pressure, FAST was actually about reality and definition. Things were never sugar coated here
because all of our instructors and university staff members were shaping us to grow up. All in all,
FAST is all about realization.
Stepping foot in the university, I was unsure, confused and new, and to be frank, I did not associate
with the word Fastian. “We are different”, I would always think and similarly through Mr. Adil Kazi,
a professor in FAST, I found out that we are actually “GenerationFAST”. Now that has a ring to it
and lo’ and behold, I started working with Mr. Kazi as the first ever female freshman president of
the FAST Snow Leopard Foundation to promote this message across the university. And it was
during this time, I understood the true meaning of a student of FAST; Drive, passion and willpower.
The culture here promotes an equal balance of academic and social life through incorporating
major events such as Outloud Projects where freshmen go out into the market, Entrepreneurship
Projects where sophomores develop real life business proposals and some even execute business
and lastly, our Final Year Projects which shape us to understand the true essence of research and fill
us with pride once it is published with our name. Along with all of this, FAST promotes the idea of a
bright social life so its students through events such as NaSCon, Adventure Galas and society
projects- and our most favorite, Cricket Screenings.
Hence, now that I am leaving FAST, I am strong and refined. Now I also realize that coming to FAST
was the right decision for me because I was meant to be here. I had never expected that I would
writing this but I am thankful because I want people to know that individuals at FAST NUCES are
given the recognition they deserve, along with independence and respect. So today, I leave this
note for all my peers, instructors and members of FAST NUCES as a thank you for contributing to
my growth and making me who I am today, Minahil, a student of FAST.
Muhammad Irshad Mirza (18I-0153)
Looking in retrospect - 4 years ago , on embarking this journey at Fast , I probably never even
thought of how memorable this journey at FAST would be. Fast Forwarding it to today – I am
writing this down as an almost graduating student with a plethora of memories that will be
cherished forever and ever!!
My first day at FAST was like any other ordinary freshman trying to cope and understand the
mechanism of this new University life that came with its quizzes , assignments , lectures , making
new friends , adjusting to new surroundings and what not ! I however chose not to give up and
decided to make my place in this new world which was known as FAST. I stood tall in front of all
challenges and hurdles that came in my way. Finished assignments, completed quizzes , made new
friends , strolled around the campus – FAST became home to me. I was endowed with the best of
knowledge , best of skills and expertise , best of faculty. All this combined, polished me into the
person I am today.
My experience at FAST has been phenomenal – I did not only receive the best of academic
education but also the best cocurricular activities. From seminars to conferences to festivals to trips
to concerts – I enjoyed my social life to the fullest alongside my academic life.
The opportunities provided at FAST helped me expand my horizon and explore new possibilities in
all facets of life. The individual I was before stepping into FAST and the individual I am now – 4
years later stepping out of FAST has seen a considerable boost in confidence, abilities and intellect.
The experience at FAST has been overwhelming and to say the least I am extremely thankful for it.
Choosing FAST has been one of the best decisions I have taken in my life ! Thankyou FAST , for
shaping me into who I am today !
Sadaqat Ali (18I-0118)
Mixed with sadness and delight. A sort of bittersweet moment. On one hand a beautiful journey is
coming to an end and on the other, a plethora of opportunities awaits me. I have been groomed by
many qualified and experienced individuals and managed to constantly brave all challenges
remarkably, whether they be quizzes, projects, exams or anything
My four years here have been more than what I could have asked for. Academics, extracurricular
activities, internships; you name it, by the grace of the almighty I’ve shined in them all. I’ve
maintained a 3.5 CGPA almost my entire degree with the pinnacle of it coming being achieved in
semester 7, where I secured a gold medal. Alongside this, I participated in the different events and
activities throughout my whole degree. Being blessed with a knack for poetry benefitted me in this
institute as well, as I have also served as the Head of Poetry in TAKHLEEQ society. Being a BBA
student, the sphere of this degree which fascinated me the most, was finance. Owing to this
passion, I strive to make my passion a success story and ultimately did when I got elected head of
finance in a Fast Community Service society. To add the cherry on top of the cake, I also got
selected by one of my esteemed and qualified teachers to serve as his teacher’s assistant. Thus it is
safe to say that I have been fortunate enough to pretty much shine in all the areas a determined Ed
and focused university student would want to shine.
Multiple projects including the well-known out loud, presentations, conducting interviews in
reputed organization’s and constantly working in teams have enhanced my skill set to a degree I
could not be thankful enough for. Keeping all of my achievements in mind, I confidently declare
that I am ready to start my arduous journey in the corporate world and excel because for me the
sky is the limit.
Sunya Omar (18I-0047)
I remember walking into the university with uncertainty and insecurity on that very first day in
August 2018, and now that I am about to graduate in a few months, it seems almost a lifetime
away.
Some would say that time at FAST flew swiftly for them but for me, I’d say I felt every second of
every day in my veins. After school and college, university was a welcome change. After all I was no
longer a high schooler but a freshman living away from family learning to spread my wings for the
first time. But what I couldn’t have anticipated was the informal fraternities and sororities that
unfortunately, one had to be pretty ‘special’ to be a part of. And on top of all that the immense
desire to do well in academics but not being able to because of my downward spiral was just the
tipping of the iceberg.
I later realized that Allah meant for me to experience all that for me to understand how strong and
lucky I was to have ended up at FAST. My time at FAST has given me countless treasures of
academic knowledge but one thing which I’ll always remember is that, it molded me into a self-
sufficient and independent individual. It taught me to face my fears and be passionate about what I
believe in. The ‘Sunya’ from 4 years ago who thought a thousand times before voicing her opinion
has withered away and in her place is an inquisitive, eager and confident graduate who is ready to
go out into the world and make her mark.
FAST with its exceptional faculty, its real time projects and its ever so helpful alumni have come
together in these 4 years to impart remarkable skills and knowledge of the business world and I feel
blessed to have had this experience.
My experience at FAST will always be memorable because I haven’t just received excellent
academic knowledge but also the opportunity to grow from various ventures at FAST such as the
amazing and fun filled Outloud ’19, exciting and inspiring educational industry trips with friends and
mentors to understand and learn from real time business practices, but most importantly going
from a shy introvert to serving as the Head Content Writer for Fast Community Service Society and
organizing events for a positive social change, it has been an incredible and marvelous journey of
self-discovery and spiritual growth.
Looking back, I realize that it was God’s plan all along for me to end up here at FAST and get
acquainted with the extraordinary mentors and the remarkable souls I now call true friends and
take with me not just a BBA degree but a lifetime of lessons and memories which are irreplaceable
and skills, knowledge and courage to go to infinity and beyond to reach and actualize my true
potential.
Class of BBA
PosiƟon Holder
Medal Holders of Bachelor of Business Administration (BBA)
Batch 2018
S.No Roll-No
Name
Fall-18 Spring-19 Fall-19 Spring-20 Fall-20 Spring-21 Fall-21
1.
18I-0255 Ayesha Durwaish
-
-
-
Silver
-
-
Gold
2.
18I-0165 Azra Wakeel Ahmed
-
-
-
-
Bronze
Bronze
-
3.
18I-0120 Fatima Tahir
Silver
Silver
-
-
-
-
Bronze
4.
18I-0060 Javeria Jamil
-
Bronze
Bronze
-
-
Silver
-
5.
18I-0096 Minahil Zehra
Bronze
Silver
-
-
-
-
-
6.
18I-0153 Muhamamd Irshad
Mirza
Gold
Gold
Gold
-
Gold
Gold
Silver
7.
18I-0010 Muhammad Bilal
Pirzada
-
-
-
-
-
-
Silver
8.
18I-0118 Sadaqat Ali
-
-
-
-
-
-
Gold
9.
18I-0047 Sunya Omar
-
-
-
-
-
-
Bronze
10.
18I-0019 Yahya Moeez
-
-
Silver
-
-
-
-
FAST School of
Management
Class of
BS ( AccounƟng & Finance )

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