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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 subject of scientific research is the examination of the difference in brand loyalty factors according to the socio-demographic characteristics (age, education, income level) of confectionary consumers, as well as the examination of the connection between brand loyalty factors and brand loyalty of confectionary consumers in Serbia. 200 respondents completed the structured questionnaire. Determining the difference in brand loyalty factors according to socio-demographic characteristics of confectionary consumers was performed using the f test, while the correlation between the brand loyalty factors and brand loyalty was performed using Spearman's rank correlation as a non-parametric alternative to Pearson's correlation. It was determined that there is a significant difference in brand loyalty factors according to the age, education, and income level of confectionary consumers. There is also a statistically significant correlation between all brand loyalty factors and brand loyalty.

Modern society today relies on the ideology of consumption, not just a marker of the social status of a person or group but a mechanism used by consumers to gain social status or prestige by buying or consuming goods considered high by customers. The increasing reach of consumerism ideology has expanded the traditional definition of a "commodity" into an intangible service, especially in universities' operations. Surveys show that students tend to act as consumers in university education. Consumerism correlates with brand personality. There is a fine line that universities must build and maintain that will enable academics within universities to express integrity and intellectual qualities in both their teaching and research. This expression should include students as participants and recipients not only when they are involved in the class but as participants and recipients in the community in which the University is located.

This paper explores the relationship between content marketing and consumer brand loyalty to the ‘New-China-Chic’ brand. It constructs a structural equation model, Through questionnaires distributed to the fan groups of various brands and offline stores, results show that the four different dimensions of content marketing strategy, namely the culture, entertainment, emotion and interaction, are the main factors affecting consumers' loyalty to the ‘New-China-Chic’ brand. Among them, emotional content and cultural content??= 0.304??= 0.209) have a strong impact on brand loyalty. Brand identity also plays a strong intermediary role in the relationship between the four different dimensions of content marketing and brand loyalty. Moreover, the data shows that consumer ethnocentrism has a significant regulatory effect on brand identity and brand loyalty in cultural content and emotional content, while interactive content and entertainment content have a weak impact.

The aim of the study is to explore the impact of brand awareness, brand loyalty and brand attitude on purchase intention in online shopping. The study was quantitative in nature adopting the survey method. Due to the absence of a sampling frame, convenience sampling, a form of non-probability sampling was utilised a total of 253 responses well collected from Braamfontein, a busy business district in Johannesburg, South Africa. In order to test the proposed hypotheses, a unique conceptual model was developed in which brand awareness, brand loyalty, and brand attitude acted as predictors while purchase intention served as the outcome. Data analysis was conducted in SPSS 27 where descriptive statistics were produced as well as regression analysis to test the proposed hypothesis. Findings suggested that customers perceived brand attitude to have the strongest impact on purchase intention while the weakest predictor of purchase intention was brand awareness as far as online purchasing was concerned. Managerial implications emerged from the study and suggestions for further research were proposed.

This study conducts an empirical analysis of the relationship between brand memory of hot mass consumption products and consumers’ intention for continuous purchase using a quantitative structural equation model. 443 surveys are collected to test the model. It is found that all dimensions of the brand memory of hot mass consumption products have a positive impact on consumers’ intention for continuous purchase. In addition, this study reveals that consumers’ brand knowledge of the hot mass consumption product plays a mediating role in the impact of brand memory of the hot product on consumers’ intention for continuous purchase. Research findings will contribute to the understanding of the antecedents of hot mass product popularity and the mediating role of brand knowledge both theoretically and practically.

China as a hot luxury market has witnessed high growth in luxury sales despite the COVID-19. In recent years, many luxury companies have further improved their brand value and influence via co-branding strategies, however, their brand cooperation received mixed evaluations. Drawing on the conceptual blending theory and self-concept consistency theory, this paper constructs and verifies the structural equation model of consumer evaluation of luxury co-branding from the perspectives of the brands and the consumers. The study reveals that luxury co-branding fit, advertising types and the consumers’ life-role transition have a positive impact on consumer evaluation. Both the type of advertising and consumers’ life-role transition have a moderating effect on consumer evaluation. Specifically, (i) In luxury co-branding, the co-branded products paired with a high fit between the values of the cooperative brands are more likely to receive high consumer evaluation; (ii) The publicity of the brand image of the co-branded products has a stronger moderating effect on the perceived quality, appeal and purchase intention of luxury users than the publicity of the features of the co-branded products; (iii) For luxury brands with a high degree of joint fit, consumers who have not experienced life-role transformation have a stronger regulatory effect on consumers' perceived quality, attractiveness and purchase intention than consumers who have experienced life-role transformation.