As Gen Z consumers become an important target segment for the luxury fashion industry, it is crucial to deepen the understanding of their luxury consumption motivations. Based on the functional theories of attitudes, this study examined the impacts of both the need for uniqueness and the bandwagon effect on the multi-functions of attitudes and purchase intentions toward luxury fashion brands. Using a structural equation modelling technique, data provided by 486 college students revealed that the bandwagon effect exhibited a substantial direct impact on their purchase intentions and an indirect impact mediated by the hedonic function of attitude. While our results also support the positive influence of the need for uniqueness on attitudes and purchase intention, it does highlight the greater importance of the bandwagon effect in the context of the luxury brand. Our findings offer marketing insights and implications that enhance luxury brand consumption among Gen Z consumers.

The purpose of this study is to examine the effect of social connectedness on social media users’ attitudes and intentions towards adopting social commerce in the technology acceptance model (TAM). Data collected from young adult social media users (n = 446) in the US support the proposed model. A structural equation model shows that social connectedness positively influences social media users’ perceptions of ease of use, usefulness, and enjoyment, which in turn, influence their attitudes and intentions towards adopting social commerce in apparel shopping. The impact of social connectedness is stronger on perceived ease of use than other TAM variables. Perceived enjoyment has the strongest impact on attitudes, and attitudes strongly influence consumer intentions for adopting social commerce for apparel purchases. Results of this study reveal that social connectedness enhances social media users’ perceptions of social commerce and positively leads to the adoption of social commerce in apparel shopping. Findings indicate that social connectedness has an indirect effect on attitudes towards social commerce through utilitarian (i.e., ease of use and usefulness) and hedonic (i.e., enjoyment) perceptions of social commerce. These findings highlight the importance of social connectedness through utilitarian and hedonic perceptions in enhancing consumers’ adoption of social commerce for purchasing apparel products.

Purpose: The study aims to explore motivators and barriers in business venture creation among potential Latina entrepreneurs.Design/methodology/approach: Focus group interviews collected data using Latinas between the ages of 20-30 who expressed interest in starting their own businesses in the near future. Interview participants were primarily first-generation college students.Findings: Findings revealed major themes based around four dimensions of cultural heritage, motivators, barriers and preferred resources. Cultural heritage and gender are both enablers and obstacles for Latinas. Frequently mentioned motivators were parental business ownership, autonomy, flexible income and self-fulfillment. The barriers include fear, lack of financial management knowledge, business location selection and discrimination. The preferred resources were informal education, a checklist, a toolkit, free online resources and networking with business owners and mentors.Research limitations/implications: The findings of this study highlight pull factors (i.e. family business background and self-fulfillment) increasing entrepreneurial motivations among Latinas. The present study illustrates the nuanced but substantive interactions of gender and ethnicity in Latinas’ perceptions and attitudes toward new business formation.Originality/value: The present study contributes to the literature by exploring the motivators and barriers that affect business formation among emerging Latina entrepreneurs. Moreover, past research has not explored both motivators and barriers perceived by nascent Latina entrepreneurs. Findings from this study will assist future researchers in developing materials and programs to aid female and ethnic entrepreneurship.

Purpose: The purpose of this study is to investigate whether and how the effects of cognitive, sensory and affective brand associations on brand love (a core driver of brand loyalty) differ by perceived brand origin (domestic vs imported) and identity expressiveness (low vs high) in two different national contexts.Design/methodology/approach: The data for this study were collected through an online survey in the US and China. A total of 711 responses (n = 362 for the US, n = 349 for China) were used for data analysis. A multiple-group structural equation modeling was used to test the hypotheses.Findings: Cognitive and sensory associations are significant drivers of US consumers' brand love while affective associations are important for Chinese consumers' brand love. Also, perceived brand origin and identity expressiveness moderate the three brand associations–brand love relationship. For US consumers, cognitive associations significantly influence brand love for both domestic and imported brands, but sensory associations are important for domestic brand love. For Chinese consumers, affective associations significantly influence brand love for both domestic and imported brands, but cognitive associations are important for imported brand love. The impacts of the three brand associations on brand love differ by the degree of identity expressiveness.Research limitations/implications: This empirical study offers important insights into the differing effects of perceived brand origin and identity expressiveness in enhancing brand love across cultures in order to establish strong international brand equity.Originality/value: This study contributes to the scarce cross-cultural research on brand equity by testing the extended brand equity model. The findings provide more specific, meaningful insights into the role of perceived brand origin and identity expressiveness, leading to more effective international brand management.