Explore publications.

The Covid-19 pandemic significantly affected the global fashion industry, causing several changes that intensified competition between fashion retailers and brands, making it more challenging to establish or increase clothing brand awareness. Gender plays a crucial role in consumers’ perceptions and decision-making, highlighting the importance of understanding the role of gender in effectively establishing and increasing clothing brand awareness. The objective of the study was to determine whether differences exist in the creation of clothing brand awareness of Generation Y male and female students. This study followed a descriptive research design. A self-administered questionnaire was distributed to students for voluntary completion. A total of 625 completed questionnaires were analysed by performing frequency analysis, descriptive statistics, internal consistency reliability, correlation analysis and regression analysis. After establishing the reliability of the measurement instrument, and confirming significant statistical relationships between all the constructs, multiple linear regression analysis was performed. The findings of the regression analysis revealed that for Generation Y male students, product, store image and advertising of clothing brands significantly influence their awareness of a brand; while for Generation Y female students, the price and advertising of clothing brands significantly influence their awareness of clothing brands. This study contributes to the literature relating to gender studies and brand awareness, and provides practical recommendations for clothing brands and retailers to more effectively establish or strengthen clothing brand awareness among Generation Y male and female consumers, respectively.

The aim of this study was to determine the nexus between brand consciousness and psychological antecedents of consumer decision-making styles of Generation Y consumers in Botswana. Brand Consciousness refers to the degree to which people use brand names to make purchase decisions. The study employed quantitative and causal research. E-questionnaire was employed to collect data from 400 generation Y consumers, of which 320 were successfully selected and tested through purposeful sampling. The study results revealed that there is a positive relationship between brand consciousness and psychological antecedents of consumer decision-making styles and also the research findings indicated that millennial consumers in Botswana identify themselves as independent decision-makers that do not rely on external influence when making their purchasing decisions. The study results also indicated that most Batswana millennials are more cognitive innovators than sensory innovators. It is recommended that retailers must be encouraged to add excitement to shopping amenities to attract and retain millennial sensory innovators. Tangible evidence on future research is also required on the actual effects of modern smart e-shopping on generational transformation from Gen X, and Y to Z.

The concept of prejudice has become increasingly important to scientific thinking about relations between groups. Yet, despite extensive research, little is known about how prejudice affects consumer buying behavior, especially regarding activities that involve purchasing products and services thereby crossing to suppliers from the dominant community.  The purpose of this study is twofold: to examine the influence of both positive and negative prejudices on cross-shopping intention in the context of an ethnic minority-majority group relationship; and, to investigate the moderating influence of intercultural-related factors (i.e. online contact, social interaction, and acculturation) on the relationship between negative prejudice and cross-shopping intention. A sample consisting of 202 respondents was obtained from across ethnic-minority consumers (the Israeli Arabs) who routinely interact online and offline with individuals from the majority population (Israeli Jews). The conceptual framework and hypothesis are tested using the partial least squares analyses (PLS). The study results provide a better understanding of the conflicting effects of positive and negative prejudice on cross-shopping intention. Additionally, results shed light on the moderating role of intercultural factors on the relationship between negative prejudice and cross-shopping intention. Implications are identified together with consideration of the study limitations and avenues for future research.

The study aims to examine brand management model in Iran's professional Football League (2011-2012) with emphasis on brand image. The study was descriptive-survey one. A sample of Iranian professional football league fans (N=911) responded 4 items questionnaire. A structural equation  model  (SEM)  test  with  maximum  likelihood estimation  was  performed  to  test  the relationships among the research variables. The analyses of data showed three dimensions of brand image influenced on fan’s brand loyalty of which the attitude was the most important. Benefits and attributes were placed in the second and third rank respectively. According to Results, brand image play a pivotal role between Iranian fans brand loyalty. Create an attractive and desirable brand image in the fans mind increases brand loyalty. And due to, revenue and profits increase through ticket sales and products of club and also attract more sponsors.