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Founded as a family-owned business in 1894, Bota Corp. has grown to become a major player in the footweor sector, with o presence in more than 70 countries. in india, the company established itse/f as the primary producer of affordable, durable footwear, with the result that the majority of generation X and mi#ennial consumers remember growing up with 8ata shoes, having worn them in their school days and often into early adulthood. Unfortunately, childhood memories can be difficult to translate into glamour; as a result, Bata struggled to position itself as a fashionable modern brand. This case study de/ves deep into the nuances of repositioning a heritage brand, and explores how Bata eventually succeeded in repositioning itself as a premium contemporary brand. The paper highlights the challenges associated with balancing legacy brand associations with desired image. It also shares valuable insights regarding the evolution of India's fashion and footwear industry, changing consumer behaviour in emerging markets, and the increasing globalisation and democratisation of fashion. [ABSTRACT FROM AUTHOR]

Copyright of Gumushane Universty Electronic Journal of the Faculty of Communication / Gümüshane Üniversitesi Iletisim Fakültesi Elektronik Dergisi is the property of Gumushane Universitesi Iletisim Fakultesi Elektronik Dergisi (e-GIFDER) 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.)

Purpose: The aim of the study was to identify factors influencing consumers' purchasing decisions and frequency of convenience food consumption, including qualitative (gender, generation, income level) and quantitative (attitudes towards new foods, values held and lifestyle) factors. Design/methodology/approach: The research instrument was a survey questionnaire administered through the CAWI method using Google forms. The research was conducted in the spring of 2023 in Gdynia, Pomeranian Voivodeship (Northern Poland). To select the respondents for the survey sample, the snowball sampling technique was used. They also acknowledged the inherent risk factors associated with conducting an interview using the CAWI method. The interview questionnaire consisted of thematic blocks including scales on: lifestyle, food neophobia (FNS), convenience food purchasing habits, frequency of convenience food consumption and intention to purchase convenience foods, and a metric. Findings: The research carried out showed that the use of convenience foods of convenience foods varies widely and can depend on factors such as: gender generation, level of monthly income, lifestyle. It was found that generation Z is more likely, compared to generations X and Y, to express an intention to consume convenience foods, new foods and are interested in unconventional food trends. Research limitations/implications: Our study has some limitations. Identification of factors influencing purchase decisions and frequency of convenience food consumption by consumers belonging to generations X, Y, Z was carried out using snowball sampling among residents of Gdynia. The results of the study are therefore not representative of the entire Polish population and should be interpreted with caution. Practical implications: Our findings can be used as a basis for discussion and reflection on the development of smart food systems using information and communication technologies (ICTs) that provide consumers (Generations X, Y, Z) with knowledge about the range and quality of convenience foods and help them to enjoy convenience foods. Originality/value: The change in consumption trends observed in recent years creates new challenges for convenience foods, which not only simplify meal preparation but also heavily influence the nutritional quality of food. Therefore, convenience food manufacturers should consider the preferences and needs of Generation Z when designing such products. [ABSTRACT FROM AUTHOR]

Purpose: The main objective of the research was to identify the factors, including gender and generation, which affect the decision-making process of purchasing and consuming organic, functional, and GMO foods. Design/methodology/approach: The research instrument was a survey questionnaire administered through the CAWI method using Google forms. The survey was conducted in spring 2023 among a group of 194 respondents in Gdynia, Sopot and Gdansk in the Pomeranian Voivodeship (Northern Poland). To select the respondents for the survey sample, the snowball sampling technique was used. They also acknowledged the inherent risk factors associated with conducting an interview using the CAWI method. The interview questionnaire consisted of thematic blocks including scales on: subjective self-assessment of health and diet, attitudes towards organic food, functional food, GMOs and health and health values of food. Findings: The assessment of respondents' attitudes towards different types of food: organic, functional and GMO foods, as well as health and health values of food, showed mostly ambivalent attitudes of respondents in the subject studied. Research limitations/implications: The research carried out has certain limitations. The identification of factors influencing the attitudes of consumers belonging to generations X, Y, Z towards organic, functional and GMO food, as well as the health and health values of food, was carried out using a snapshot sample of the inhabitants of Gdynia. The results of the survey are therefore not representative of the entire Polish population and should be interpreted with caution. Practical implications: The results of this study can be used as a basis for discussion and consideration of the development of intelligent food systems using information and communication technologies (ICT). These systems will provide consumers (Generations X, Y, Z) with knowledge about the range and quality of organic, functional and GMO foods and help to meet the nutritional needs of societies. Social implications: The research conducted is part of health risk management and health promotion in the Polish population. Originality/value: The results of the pilot study indicate that respondents' knowledge of the nutritional value and safety of organic, functional and GMO products is very low. Changing respondents' attitudes from ambivalent to positive towards organic and functional foods will lead to an expansion of the range of foods consumed and minimise the risk of developing noncommunicable diseases, including metabolic and cardiovascular diseases. [ABSTRACT FROM AUTHOR]

This document is an editorial from the Journal of Brand Strategy. It includes a variety of papers and reviews on topics related to marketing and brand strategy. The papers cover subjects such as brand safety and suitability in podcasting, the customer journey in content strategy, the state of influencer marketing, brand positioning for football team brands, measuring marketing effectiveness in Japan's makeup cosmetics industry, and the repositioning of the Bata brand in India. The editorial encourages readers to submit their own papers or case studies for consideration in future issues of the journal. [Extracted from the article]

Throughout economic and technological change, the marketing process has encountered a number of changes in order to meet the demands of 21st century consumers. Therefore, this article aims to understand how influencers are introduced into the online brand's marketing strategies. So, the research's purpose is to answer the following question: What qualities must an influencer possess to be considered authentic? Starting from this question, we designed a qualitative analysis, based on an in-depth interview with 10 Generation Z consumers from the Moldova area, Romania. To begin with, the study analyzed the circumstances in which the interviewees chose to follow an influencer, to then identify the elements of authenticity observed in his experience, and finally, to understand the factors that influenced the following of the micro celebrity. Therefore, this article aims to identify the traits of an influencer and the activities they practice to positively impact Generation Z consumers. [ABSTRACT FROM AUTHOR]

A rational person is a person who is based on reason and logic rather than emotional and subjective factors in his decisions, makes calculations, maximizes his benefit, and minimizes his costs at the same time. However, since it is not possible for people to behave fully rationally in real life, the concept of rationality of the traditional theory is one of the most criticized issues. In this context, the biggest criticism has been made by behavioral economics, which has a new place in the literature under economics. According to behavioral economics, it is impossible for people to act fully rationally because their decisions are affected by environmental and psychological factors, and it argues that they can only show limited rationality. While there are many reasons that affect people's decisions, one of the important factors is age. Thus, this study aims to determine whether the rationality of consumers in different generations differs based on the age factor that is effective in consumer decisions. In the application part of the study, a survey was conducted with X generation, Y generation and Z generation consumers at Bartın University and intergenerational consumption preferences were discussed within the framework of behavioral economics. As a result of the findings, it has been observed that consumers in different generations exhibit different behaviors. It has been observed that especially the Z generation consumers are more irrational than other generations when fashion is influential in their purchasing decisions, they go shopping without their needs, they shop for pleasure and entertainment other than their basic needs, they attach importance to image and they buy food, clothing and electronic goods. Y generation consumers, on the other hand, are affected by family, friends and environment in their purchasing decisions, lose their control during shopping and buy surplus products and are affected by discounted products, which are situations where they move away from rationality. Finally, the fact that the X generation consumers are affected by branded and installment products in their purchasing decisions stand out as situations where it is close to behaving irrationally. [ABSTRACT FROM AUTHOR]

Research background: Faced with multiple media scandals concerning the pollution resulting from manufacturing activities, and encouraging the overconsumption of clothing, international fast fashion retailers have often had to resort to the elaboration and implementation of sustainable strategies aimed at environmental protection and reducing resource consumption. Generating customer satisfaction and loyalty depends increasingly on the extent to which retailers manage to employ socio-environmental responsibility besides the traditional retail store attributes. The purpose of this article: The objective of the paper is to evaluate the influence of consumeroriented store attributes in generating satisfaction and loyalty towards the fast fashion store, highlighting the influence of socio-environmental responsibility on the two constructs. Methods: Based on the literature review, a conceptual model considering the effects of stores' attributes on store satisfaction and store loyalty and influenced by socio-environmental responsibility is proposed. Data were collected with the help of face-to-face administrated questionnaires before the outbreak of the COVID-19 pandemic in an emerging market (Romania). The data were analyzed via structural equation modeling in SmartPLS, for the three considered consumer generations: Generation X, Millennials and Generation Z. Findings & value added: For all consumer generations, all store attributes contribute to the direct generation of fast fashion store satisfaction and store loyalty; nevertheless, the intensity varies in levels of significance. Socio-environmental responsibility does not significantly determine store satisfaction, but does have a strong influence on fast fashion store loyalty. The results detailed according to the generations indicate a similar situation: each store attribute influences the satisfaction of one or other generation, apart from socio-environmental responsibility. This work makes an essential contribution to the extension of the generational theory, highlighting the various individualities, perceptions, and behaviors. This cross-generational research broadens knowledge on how different consumer generations behave when shopping from fast fashion stores. The research also extends the S-O-R model, which is used to understand the relationship between store attributes (stimulus), consumer satisfaction (organism), and consumer loyalty (response) towards fast fashion stores. [ABSTRACT FROM AUTHOR]

Copyright of CPMark: Caderno Profissional de Marketing is the property of Caderno Professional de Marketing Unimep - CPMark 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.)

Consumers tend to prefer cashless payment methods such as the mobile wallet to buy products and services. The adoption of mobile wallet, however, depends on individual consumer characteristics. Thus, this study relies on the theory of technology acceptance and generational cohorts to investigate generational differences in mobile payment acceptance. An online survey was conducted among consumers of generations X and Z that resulted in a sample of 580 respondents. The collected data were analysed with multi-group structural equation modelling. The results show that mobile technology acceptance impacts generations X and Z to a different degree. For Generation X, the perceived ease of use, the subjective norms, and the financial risk are more important when they think about using mobile wallet. In contrast, Generation Z appreciates more the compatibility of mobile wallets with their lifestyle. The results' theoretical and practical implications are presented in detail. [ABSTRACT FROM AUTHOR]

Online shopping witnessed a rise during the Covid-19 pandemic in India. The study investigates the factors affecting the online shopping intentions of Generation X, Y and Z during Covid-19 pandemic. In all 912 responses were collected from 18 metropolitan cities of India and analyzed using SPSS version 20. The questionnaire includes sociodemographic questions and 20 interest variables related to online shopping intentions during Covid-19 pandemic. All variables, including purchase intentions, perceived usefulness, hedonic motivation, subjective norms and health and safety, were measured using a five-point Likert scale and achieved acceptable Cronbach's alpha levels. The study found that Generation X consumers are least interested in online shopping compared to Generation Y and Z, but during the Covid-19 pandemic, they opted for online shopping more than the former. There is no significant difference between Generation X, Y and Z consumers' online shopping intentions during the pandemic. The perception of Generation X has changed, and due to health and safety reasons, they feel online shopping is the best choice and hedonic also. [ABSTRACT FROM AUTHOR]

Inter-generational differences are one of the factors that are considered by firms in their marketing decisions and practices. Generally, X and Y generation consumers, who have different features in terms of technology usage skills, purchasing motivations, and decision-making styles, are expected to differ also in their online shopping behavior. While some of the studies in the literature support these expectations, some studies provide contradictory findings. This study aims to explain this contradiction in the research findings using an inter-generational interaction approach. In this context, the differences in the attitudes, intentions, and behaviors of the X and Y generation towards online shopping have been examined by considering these generations' interactions with the Z generation, known as technology natives. Analyses on the data collected from 189 consumers revealed that when generation X interacts with generation Z, online purchasing behavior and intentions change positively and resemble generation Y consumers. Findings showed that Z generation consumers could change their parents' preferences for the point of sale in favor of online retailers. On the other hand, change in X generation's attitudes towards online shopping, induced by the interaction with generation Z, was limited to strengthening economic benefit perception. [ABSTRACT FROM AUTHOR]

There are many generations of consumers on the market, who are still faced with more offerings of these companies. These generations of consumers are different with different perceptions of brands. Therefore, the aim of this paper is to investigate the consumers' degree of identification with the brands in the relation with selected demographic factors. The selected demographic factors were tested among consumers from different generations. The questionnaire as the primary research technique was used. The analysis was based on the number of 840 respondents. The respondents were from generation Baby Boomers, Generation X and Generation Y. The brands do not mean for the Baby Boomers consumers or Generation X as much as they mean for the consumers belonging to the Generation Y. These consumers have different perceptions of the brands, what is caused by different opportunities to get the products and present themselves by them. The members of the cohorts Baby Boomers and Generation X do not need to build relationships with the brands or to present themselves by brands as much as the members of the cohort Generation Y. The members of Generation Y like building the relationships, presenting themselves by brands. [ABSTRACT FROM AUTHOR]

This study adopts a generational perspective to understand the shift in domestic and international travel motivations of Australians. In consideration of the largest and most dominant travel consumers at present, the Baby Boomer, Generation X and Generation Y cohorts, the study reveals significant differences between the cohorts’ value perceptions, attitude and intention associated with domestic holidays. However, the findings revealed no significant differences between the cohorts in Australians’ value perceptions and attitude towards international holidays. The study offers important insights for destination marketers seeking ways to address changes in tourism demand from a generational perspective, particularly those seeking to target the Australian tourism market. [ABSTRACT FROM AUTHOR]

Purpose – This article aims to provide a comparison between the patterns of brand loyalty of five consumer groups – three groups of Millennials and two groups of Generation X consumers. To avoid reductionist generalizations, the study takes into account several market-related situations – considering three types of products and two types of services, and investigates also the differences between the customer loyalty profile in two European Union countries with a different level of economic development: France and Romania. Design/methodology/approach – Data were collected and analyzed in three main phases: first, secondary data have been analyzed to identify and formulate the research framework; second, a series of focus groups have been conducted with French and Romanian consumers; and third, 500 questionnaires have been applied in each of the two investigated countries. Findings – The findings demonstrate the significant effect of the life-stage model, the Millennials and Generation X consumers included in similar life-stage groups displaying a highly similar pattern of brand loyalty behavior, and close preferences regarding the elements used for brand evaluation. On the other hand, the findings show important variations induced by the market-related situations, and by the different level of economic development of the two investigated countries. Practical implications – The findings of this study demonstrate the complexity of the brand loyalty effect and provide valuable insights into the brand loyalty behavior of five consumer groups both for academics and marketers. Originality/value – This study demonstrates that the effect of consumer life-stage on the brand loyalty behavior of various consumer groups is stronger than the inter-generational effect. This effect is demonstrated both for product and service brands, considering several market situations. [ABSTRACT FROM AUTHOR]

• Handling practices and consumers' perception on seafoods risks with were assessed. • Most of participants employ hygienic practices during handling of seafood. • The consumers showed a low level of information about seafood related risks. • Generation Z and baby boomers consume seafood with higher frequency; • Y and X generation consumers were associated with lowest seafood consumption. The present work aimed to evaluate the frequency of seafood consumption by the Brazilian population, the safety practices during seafood handling and preservation as well as to evaluate the consumers' perception on the risks associated with these foods. A total of 962 respondents responded to a survey divided into three parts: demographic and socio-economic profiles, seafood consumption habits, safety practices, and risk perceptions regarding seafood. The survey revealed a low level of perception about seafood safety. The respondents (64–71%) demonstrated a lack of knowledge of the main pathogens associated with seafood disease outbreaks and presented difficulties in identifying consumption places that could result in higher microbiological risk. Besides, these respondents showed to be unaware of their responsibility towards seafood safety from purchasing through preparation. Respondents belonging to the generation of baby boomers, with the postgraduate level and females presented a better perception of microbiological risk and on the importance of safety practices. These respondents showed positive attitudes, such as knowledge of the proper thawing procedures of seafood, knowledge of the potential risks to get sick from the consumption of raw seafood, and were also able to recognize Vibrio and Listeria as seafood bacterial pathogens. The knowledge proves to be an adequate tool for perception and judgment of microbiological risk, making the consumer adopt safe practices. The instruction of seafood consumers about safe handling practices and perceptions is critical for the success of farm to fork preventive measures aiming to protect public health. [ABSTRACT FROM AUTHOR]