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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 growth of the economy has occasioned a shift in consumption patterns in the South African luxury markets. This study aims to investigate the purchasing behaviour of emerging market consumers as regards luxury clothing. A survey was conducted and data was collected online from 300 emerging market consumers in SA by means of a survey questionnaire. The results of the study demonstrated that status, quality, and materialism all influence the purchase intention of emerging market consumers as regards luxury clothing. Status had the strongest effect on purchase intention for luxury clothing, followed by quality and materialism. Consumer intention to purchase luxury products was found to influence such consumers’ purchase behaviour. This study is significant for retail stores in South Africa selling luxury clothing, as well as those intending to enter the SA luxury clothing market. The study findings shed light on factors influencing purchase behaviour by emerging market consumers as regards to luxury clothing.

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.

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.

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 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 growth of the economy has occasioned a shift in consumption patterns in the South African luxury markets. This study aims to investigate the purchasing behaviour of emerging market consumers as regards luxury clothing. A survey was conducted and data was collected online from 300 emerging market consumers in SA by means of a survey questionnaire. The results of the study demonstrated that status, quality, and materialism all influence the purchase intention of emerging market consumers as regards luxury clothing. Status had the strongest effect on purchase intention for luxury clothing, followed by quality and materialism. Consumer intention to purchase luxury products was found to influence such consumers’ purchase behaviour. This study is significant for retail stores in South Africa selling luxury clothing, as well as those intending to enter the SA luxury clothing market. The study findings shed light on factors influencing purchase behaviour by emerging market consumers as regards to luxury clothing.

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.

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.

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.