Pub Date : 2024-03-05DOI: 10.1186/s43093-024-00312-w
Abstract
It is of interest to examine how consumers perceive luxury brands with the different elements of authenticity, leading to brand image, for companies to create and build a brand that is conducive to influence purchase intention. Through a proposed conceptual research model, brand authenticity and brand image as the predictor variables, with brand preference as the outcome variable, the study investigates the causal relationship of these constructs, where eight (8) determinants of brand authenticity are assessed. Findings of the research support all nine proposed hypotheses, as a result, indicated that brand authenticity and brand image influence consumers’ brand preference. The same model development for the current study can be applied in other geographical zones and in different contexts to prove its generalisability. This study assists fashion marketing practitioners and brand managers to remain sustainable and better identify the factors that influence brand authenticity and brand image on brand preference of luxury sneakers among young adults in South Africa. The rapid globalization and increase in competition has caused a shift in the luxury industry so marketers need to focus on the authenticity of a brand to influence consumers’ brand preference. Theoretically, this study adds to the limited academic literature on the theory of reasoned action and the brand equity theory, with regard to branding.
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Pub Date : 2024-02-27DOI: 10.1186/s43093-024-00316-6
Jacques Yana Mbena, Kwabena Obiri Yeboah
Motivated by the unique opportunity that a crisis period provides for capturing and reassessing specific entrepreneurial behaviors, this paper takes on the debate about the entrepreneurial attributes of informal ventures “IVent” and their endeavor to formalize. In doing so, Cronbach’s alpha rationales and contingency analysis are applied to quantitative data from street vendors of the main markets of Cameroon to investigate informal entrepreneurial behavioral dynamics and their impact on a hypothetical willingness for change during the COVID-19 pandemic. It was uncovered that IVent have activated entrepreneurial attributes of resilience, intention and orientation. Also, specific composites or variables of entrepreneurial orientation and resilience have been found more supportive of IVent’s endeavor to formalize than others. The novelties in that regard are: (1) While most of the variables related to the composite of innovativeness reinforce the desire to formalize, the variable of “routine” plays a hindering role. (2) The composite of proactiveness is not significantly related to the willingness to formalize. (3) The composite of risk-taking has proven significant to IVent’s transformation aims. And (4) contrary to all other variables of the attribute of resilience and self-efficacy, the variable of behavior control appears to hamper the aim to move out of the shadows. It is argued that facilitating Ivent’s dynamics and aspiration to formalize necessitates policymakers to advance policies that support the development of the uncovered determining composites. Furthermore, academia should undertake an extensive investigation into the role that the captured non-significant variables, attributes, and composites may play in fostering IVent's shadowed business lifecycle.