Brand Identity and Brand Image Congruence to improve branding Practices: A Multi-Case Study on Startups

Abstract

This study investigates the relationship between mindfulness, digital competencies, social media usage, and work performance in Pakistan’s automobile sector. The research explores the roles of trust, mindfulness, shared vision, digital competency, knowledge transfer, and network ties within this industry. The automobile industry demands high levels of employee performance, and social media networks are increasingly used for communication and interaction. This research hypothesizes that social media usage fosters employee trust, leading to better interaction and knowledge transfer. Additionally, mindfulness training is proposed to enhance work performance and reduce employee turnover. A quantitative approach with a conceptual framework will test these hypotheses. The findings will contribute to a better understanding of how these factors influence work performance in the Pakistani automobile industry.