Yes / There has been a substantial rise in the number of Chinese tourists, with the Chinese millennials being important influencers. Yet very little is known about their tourism behavior, particularly how their perceived destination brand values influence their destination loyalty. This study brings in the consumers’ perceived brand value concept from the branding literature to investigate Chinese millennial tourists’ destination loyalty. An online survey was adopted to collect data from 287 Chinese millennial tourists. The findings offer insight into the relative effects of five dimensions of tourists’ perceived destination brand values on their destination loyalty. The findings also extend existing tourism literature, showing the moderating effects of destination brand globality, destination status (domestic vs. international) and national brand attitude on the said relationships. Managerial implications to better target Chinese millennials are discussed together with future research directions. / Zhejiang Natural Science Funding [LQ17G020009]

Background: In fashion market, with the emergence of new brands and changing customer preference in style, competition is fierce nowadays. Brand is an intangible asset that fashion brands build and leverage to secure market position and customer loyalty, which leads to a competitive advantage. Among different brand building models and methods, co-branding alliance strategy is increasingly adopted between fashion brands in the past 20 years. Co-branding alliance refers to a marketing strategy that leveraging different brand names on a product or service, which suggests a strategic alliance between different brands. For fashion brands, either in fast fashion or luxury fashion, cobranding alliance with other brands is a popular trend.  Purpose: This research aims to investigate the factors that influence the perception of the Chinese millennial consumers to purchase co-branding fashion products. Method: Interpretivism philosophy and inductive approach are used in terms of methodology. Moreover, qualitative data are dominantly collected, and content analysis is conducted as analysis tool. A structured video interview is conducted through WeChat and open-end questions are asked to get empirical primary data.  Conclusion: Chinese millennial consumers prefer the co-brand between LV and Supreme, compared with H&M and Moschino. It is noticed that currently Chinese young consumers have highly preference towards collaboration which has perfect fit of two brand images and perfect connection connecting the co-branded image with consumers’ self-image.

The fashion industry has faced a radical change in how the market has been operating towards a more digitized landscape, and several fashion brands have started developing greater customer experiences as well as engaging the consumers with conveyance of authentic content. Since fashion collaborations can increase awareness and have an immense impact on the consumers’ perception, the concept of creating sustainable collaborations have become an ideal way to meet the needs of the millennial consumers. The topic of sustainable fashion collaborations has started to emerge and the way it is perceived by consumers appears to be unstudied, which makes it very fascinating to analyse. The purpose of this study is to investigate consumers’ response towards sustainable fashion collaborations and how these co-branding projects are marketed to and perceived by millennials. On the basis of this purpose, the following research questions have been formulated: How are sustainable fashion collaborations communicated in the consumers’ eyes? How is the response of millennial consumers towards sustainable fashion collaborations? This study was conducted with an abductive approach, and data was obtained from literature and interviews. A qualitative method was applied, with the definition of four case studies to analyse through semi-structured interviews conducted with twelve millennial consumers. Messages and campaigns can not be superficially developed and need to be explanatory to the eyes of consumers, in order to avoid greenwashing and generating the need to fill in communication gaps. In this sense, storytelling also resulted to be a positive addition to the communication of sustainable fashion collaborations, creating an emotional connection with consumers. Since positive sustainable associations to a brand can only be developed through recognition, this aspect is also fundamental when communicating sustainable products. Moreover, millennial consumers require brands to have a balanced communication in terms of sustainability and fashion content, even when it comes to sustainable fashion collaborations. To conclude, it can be said that millennial consumers are definitely drawn to social media communication, but if brands want to reach a wider audience with their products and sustainability efforts, millennials themselves suggest the use of other communication channels. This study can, in the long-term, contribute to the knowledge and strategies of fashion companies and understanding the needs and expectations of consumers towards the communication of current matters like sustainability.

This study explored the relevance of sustainability labelling for Chinese consumers’ perception of the luxuriousness of, and purchase intent for sustainability-labelled exotic leather accessories. The Wiedmann, Hennigs and Siebels’ Luxury Value Perception Scale (2007), as well as the Vigneron and Johnson’s (2004) Brand Luxury Index (BLI) model as adapted by Kim and Johnson (2015) served as the conceptual framework for the study. An online questionnaire was distributed across China and completed by willing participants. Qualtrics, a reputable international market research platform, used their extensive database of consumers for sampling purposes and managed to collect 526 completed and usable questionnaires. All participants had visited South Africa in the last five years or have the intention of visiting in the next five years. Both males and females were included in the study provided that they fell into the millennial generational cohort as of the year 2019 (born between 1979 and 2000). Data analysis was achieved through exploratory factor analysis and the calculation of the Cronbach alpha coefficients and eigenvalues. The outcome of the factor analysis for the sample identified three factors instead of the four factors proposed by the original Wiedmann, Hennigs and Siebels (2007) scale, namely “Pleasure”, “Others” and “Financial”. It seems that the Chinese millennials in this study considered everything that exotic leather accessories can do for them on a functional an individual level as one concept, named “Pleasure”. Additionally, respondents indicated that the “Pleasure” value perception was also the most important to them. Social items of the original scale loaded on the “Others” factor and although a little less important than the “Pleasure” factor, it is particularly important to the respondents in this study to know what others think of people who use certain exotic leather accessories. Finally, Financial items of the original scale loaded on the respondents’ “Financial” factor, which was considered to be the least important for the respondents in this study. A repeated measures ANOVA was performed to investigate whether the sample differed with regard to their perceptions of the factors “Pleasure”, “Others” and “Financial”. Post hoc analyses showed that there were significant differences with regard to all pairwise comparisons. The highest score was obtained on Pleasure, followed by Financial and Others. The outcome of the factor analysis for the sample’s perception of the luxuriousness of the four different sustainability-labels identified one identical factor for each of the four labels, instead of the five factors of the revised Kim and Johnson (2015) scale. The factor was named “Luxuriousness”. A repeated measures ANOVA was performed to investigate whether the sample differed with regard to the respondents’ perceptions of the luxuriousness between the four labels, however post hoc analyses revealed no significant differences with regard to any pairwise comparison. The outcome of the factor analysis for the sample’s purchasing intent, based on Spears and Singh’s (2004) scale indicated that the respondents had in all four cases a very strong purchasing intent for the sustainable exotic accessories, with only small differences between the four differently labelled exotic leather accessories. A repeated measures ANOVA was performed to investigate whether the sample differed with regard to their purchase intentions for the four labels. Post hoc analyses showed that there was a statistically significant difference between respondents’ purchase intent for Label 2 and Label 4, as well as a statistically significant difference between respondents’ purchase intent for Label 3 and Label 4. Respondents’ purchase intentions for both Labels 2 and 3 were therefore significantly higher than their purchase intent for Label 4. According to the results, there were statistically highly significant strong, positive correlations between the respondents’ most important Pleasure luxury value perception and their Purchase Intent for all four labels. Therefore, the more important the Pleasure luxury value perception becomes, the stronger becomes the respondents’ Purchase Intent for all four sustainability labelled accessories. Results of this study make positive contributions for various role players within the exotic leather industry. Manufacturers, retailers and marketers can all benefit from the results of the study. Recommendations for industry and future research are made. / Dissertation (MConsumer Science)--University of Pretoria, 2019. / Consumer Science / MConsumer Science / Unrestricted

Researchers in consumer complaint behaviour agree that consumers’ complaint intentions are influenced by online service failures. These online service failures include delivery problems, payment security problems, web-page navigational problems, product information problems, and customer service problems. Online service failures cause customer dissatisfaction that could trigger consumer complaint behaviour. Most consumer complaint behaviour researchers concur that the purchasing environment primarily influences consumers’ complaint behavioural intentions. Relevant literature on Millennial consumers and theory on service failures and consumer complaint behaviour was integrated to provide this study's theoretical grounding. This study aimed to determine the Millennial consumers' complaint behavioural intentions following a service failure in the online clothing retail context. This study also determined differences in Emerging, Young and Older Millennials complaint behavioural intentions. A survey research design was implemented, using a structured, self-administered online questionnaire to measure Millennial consumers’ (n = 193) complaint behavioural intentions following a service failure in the online clothing retail context. The self-administered questionnaire made use of existing scales and self-developed questions. Millennial consumers indicated that delivery problems would cause them the most dissatisfaction, followed by payment security problems, customer service problems, product information problems, and webpage navigational problems. The exploratory factor analysis revealed four complaint intention factors. The four factors were labelled as electronic communication, switching behaviour, complaints to the retailer, and negative word-of-mouth. Negative word-of-mouth as private complaint action was the most relatively pertinent complaint intention, followed by switching intention and complaining to the retailer. Electronic WOM was the least pertinent complaint intention. More specifically, an ANOVA test was performed to determine the differences in emerging, young and older Millennials’ complaint behavioural intentions following a service failure in the online clothing retail context. The descriptive results indicated that the majority of the Millennial cohort would instead take action than no action. ANOVA’s were performed to determine the differences across Emerging, Young and Older Millennials’ complaint intentions following a service failure in the online clothing retail context. The ANOVA’s indicated that the three complaint intentions of electronic communication, switching, and complaining to retailers did not vary across the Millennials cohorts. This implies that the respective Millennial groups equally intended to take these individual complaint actions. Also, only word-of-mouth intention differed significantly across the Millennial groups. Older Millennials were less likely to contact family and/or friends in person or by text messaging on WhatsApp than Emerging and Young Millennials. The study makes a valuable contribution towards the consumer complaint behaviour literature and for consideration by online retailers, multi or omni-channel retailers, and marketers of clothing products. / Dissertation (MConsumer Science)--University of Pretoria, 2021. / Consumer Science / MConsumer Science (Clothing Management) / Unrestricted

Master of Science / Department of Apparel, Textiles & Interior Design / Sherry J. Haar and Kim Y. Hiller Connell / Many sustainable garments do not engage wide consumer interest, nor encourage eco-conscious purchasing. Meanwhile, mass consumption of unsustainable apparel contributes to environmental degradation (Black, 2008). However, Niinimäki (2010) suggests that engaging consumers in the design and development of environmentally sustainable products could improve the balance between environmental design decisions and functional, aesthetic, and emotional qualities (Lamb & Kallal, 1992). The purpose of this practice-based research was to (a) identify apparel and environmental attitudes and consumption behaviors of potential sustainable apparel consumers, (b) generate sustainable apparel design concept and product through use of participatory design methods, and (c) evaluate the sustainable concept, product, and participatory method. The sample was 10 female university students. Consumer data was collected through an online (i.e., Facebook) ethnographic journal and a focus group. Qualitative analysis generated the target market’s ideal apparel characteristics and ideal environmental apparel characteristics as apparel offering versatility and variety within their existing wardrobes; elements expressive of their personalities; simple and inexpensive maintenance; organic or recycled materials; and less textile waste at disposal. Additionally, it was determined that participants had low knowledge of the apparel and textile industry and its environmental impacts. Generation of sustainable apparel design ideas occurred through a second focus group session. Analysis of the focus group data, combined with the researcher’s tacit sustainable design knowledge, formed a design concept. The sustainable apparel design concept was comprised of three characteristics reflective of the target market’s ideals and design suggestions: be versatile through various temperatures; social settings, and environments; be convertible through temporary adjustment of functional and aesthetic elements; and be transitional allowing the garment to be layered for greater thermal insulation without detracting from the appearance. The sustainable apparel concept was an application of the pre-existing Design for User Interaction sustainable design strategy. The sustainable apparel design concept was then applied to the development of an outerwear garment and presented to the participants and mentors as a digital sketch. The design addressed the sustainable design concept through interchangeable envelope-style shell layers, an insertable thermal core layer, a buttoned closure at the hemline and interconnecting button points for added alignment between layers. In this garment, the researcher applied participants’ suggestions of style, materials, and inclusion of a core layer. Following sketch refinement, two prototypes were constructed. The first prototype consisted of a thermal core layer and outer coat layer. Due to challenges with the core layer fabric, the second prototype modified the core layer material and style. Additionally, in the second prototype, the shell was made sleeveless and both a bolero style jacket and lining were added. Dual button fasteners connected the layers. During the third focus group session, participants evaluated the design concept, second garment prototype, and the participatory design methods. Participants noted that the design concept provided increased ease of garment care (which could potentially increase the frequency of laundering); ease of garment storage; and increased versatility through varying temperatures. Participants’ suggestions for prototype refinement included the addition of a kick-pleat and reduction of button alignment points. Prototype development did not reach completion during this study. Further refinement of the garment’s pattern and fit, implementation of additional aesthetic/functional elements, and development of an intuitive transformation are necessary. Participant evaluation of participatory methods and study participation were the use of Facebook as an online ethnographic journal made daily participation easy and allowed the researcher to become familiar with their personalities, increasing their comfort at later stages of the research. Participants felt their suggestions were evident in the garment prototype and were as involved as their experience and knowledge allowed. The only participant suggestion regarding the participatory design experience was the addition of updates informing participants of the design progress between focus group sessions. Though the concept and resulting garment were not exceedingly original, participants were pleased with the fruition of their ideas. This finding indicates a willingness to participate in the design process, supportive of participatory design.

La presente investigación, tiene como objetivo determinar la influencia de los factores de la teoría unificada UTAUT2; facilidad de uso, utilidad percibida, información de calidad, riesgo percibido, influencia social y confianza sobre la intención de recompra en consumidores millennials de un aplicativo de delivery en la ciudad de Chiclayo. Lamentablemente hoy en día existen escazas investigaciones enfocadas en los aplicativos de delivery, así mismo hay pocos estudios que se enfocan en la intención de recompra. Se aborda un enfoque cuantitativo, debido a que se medirá de manera estadística la relación de causa-efecto de las variables mencionadas. Además, cuenta con un diseño no experimental y de nivel explicativo. La población de estudio son los consumidores millennials que pertenecen a la ciudad Chiclayo, que hayan realizado compras en el aplicativo durante el último mes. Se trabajó con una muestra de tipo intencional, es decir, elegidos de acuerdo con el juicio del investigador. Posteriormente, se procedió a utilizar la técnica estadística de Regresión Logística binaria, para responder a los objetivos planteados y aceptar o denegar las hipótesis propuestas, de tal forma, se obtuvo como resultado que la facilidad de uso elevada, la utilidad y el riesgo percibidos elevado resultaron significativas para la intención de recompra. / This research aims to determine the influence of the factors of the unified theory UTAUT2; ease of use, perceived usefulness, quality information, perceived risk, social influence and trust on the intention to repurchase in millennial consumers of a delivery application in the city of Chiclayo. Unfortunately, nowadays there is little research focused on delivery applications, and there are few studies that focus on repurchase intention. A quantitative approach is used, since the cause-effect relationship of the mentioned variables will be measured statistically. In addition, it has a non-experimental and explanatory design. The study population are millennial consumers belonging to the city of Chiclayo, who have made purchases in the application during the last month. We worked with a purposive sample, i.e., chosen according to the researcher's judgment. Subsequently, the statistical technique of binary Logistic Regression was used to respond to the objectives set and to accept or deny the proposed hypotheses. The results showed that high ease of use, high perceived usefulness and high perceived risk were significant for the intention to repurchase.