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The present study proposes the conceptual model, which traces the role of consumers’ high-quality consciousness, perceived brand equity, and luxury value perceptions on the intention to purchase masstige brands and tests it for the moderating role of generational cohort membership (X-ers, Y-ers, and Z-ers). To explore the relationship between variables of interest, we used a quantitative survey-based research design and emphasised a single product category – consumer electronics and a single masstige brand – Apple. The online survey questionnaire was developed on the Google platform and distributed among residents of Bosnia and Herzegovina using a snowball sampling technique. In the end, we received 354 usable responses. We used structural equation modelling and multigroup analysis to test the proposed conceptual model. Our findings suggest that quality consciousness is the most significant predictor of consumers’ intentions to buy a masstige brand, followed by perceived brand equity. Also, our results indicate that the relationships between independent variables (consumer-based brand equity, quality consciousness, overall luxury value) and dependent variables (intention to purchase a masstige brand) are contingent on generational differences. The present study deepens our scholarly understanding of masstige consumption and contributes to the theoretical notion of generation cohort theory in the context of masstige consumption.

Key account management (KAM) is a strategic approach that focuses on developing and retaining long-term relationships with key customers. In today’s business world, where competition is fierce and disruption is the norm, KAM has become increasingly important for companies looking to maintain a competitive edge. In Bosnia and Herzegovina, many companies are beginning to recognize the value of KAM and are implementing KAM strategies to improve their financial performance. To better understand the impact of KAM on financial performance in Bosnia and Herzegovina, ongoing research is being conducted to identify the influence of key account management orientation on company financial performance in different industry sectors. The research has collected data from several companies in various industries, with each company being considered as a unit of analysis. To ensure the reliability and validity of the research instrumentation, a validated and reliable questionnaire was used, and item total reliability and confirmatory factor analysis were employed to test the reliability and validity of the constructs. The analysis of the data collected will be done using the structural equation modeling (SEM) technique, which will allow the researchers to identify the effects of key account management orientation on the company’s financial performance. The researchers expect to find statistically significant evidence supporting the impact of KAM orientation on the financial performance of companies in Bosnia and Herzegovina. The findings of this research could have important implications for companies looking to improve their financial performance through the implementation of KAM strategies. By demonstrating the impact of KAM on financial performance, the research could encourage more companies in Bosnia and Herzegovina to adop [ABSTRACT FROM AUTHOR]

This paper aims to extend an understanding of the cognitive drivers, namely excitement and sincerity, of brand love and store brand loyalty. It also examines the mediating role of brand love in the relationship between excitement and sincerity, and store brand loyalty. Field research, complemented with mall intercept method, was conducted within eight retail facilities of the biggest trade center in a developing country setting. A total of 450 useful questionnaires were collected and hypotheses were tested using structural equation modeling. The results show that excitement and sincerity, as cognitive drivers, are important predictors of brand love. It has been also proved that brand love fully mediates the relationship between excitement and sincerity, and store brand loyalty. The paper contributes to the retailing and brand–customer relationship literature by revealing new predictors of brand love and store brand loyalty, and enriching the existing, faintly researched brand love mediation body of knowledge in the developing country context. It also highlights the features relevant for a better retail store positioning toward creating store brand loyalty. It is expected that the findings can make changes in store brand positioning, as appropriately positioned store brands could lead to emotional connections and loyalty. More specifically, the findings of the paper highlight which store brand cognitive elements could lead to consumer involvement in the buying process. [ABSTRACT FROM AUTHOR]

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Copyright of BH Economics Forum / BH Ekonomski Forum is the property of University of Zenica, Faculty of Economics and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)