Abstract 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.

Purpose: The current study is theoretically grounded in the Technology Acceptance Model (TAM) and Social Influence Theory. It attempts to explain how acts of others influence attitudes and behaviors of individuals in the context of the adoption of cloud computing services. Methodology: The present study used the convenience sampling technique to conduct empirical research. Data collection was performed via an online survey. We used Partial Least Squares Structural Equation Modelling (PLS-SEM) to test the proposed research model. Results: Our findings suggest that a favorable social norm towards cloud computing services produces a positive and statistically significant effect on perceived ease of use, perceived usefulness, and willingness to use cloud computing services. In terms of mediating the role of perceived ease of use and perceived usefulness, findings revealed that perceived ease of use mediates the relationship between social norms and willingness to use cloud computing services. Conclusion: The present study advances our understanding of the role of social influence and individual perceptions of technology (i.e., usefulness and ease of use) in the intention to use technology in the cloud computing context.

The primary purpose of this research is to investigate the consumers’ implicit taste associations (sweetness. freshness, and naturalness) towards the color of product packaging in the context of the non-alcoholic beverage product category – orange juice. Moreover, the current research aims to assess how incongruity, as opposed to congruity, between the color package and product color-code/norm may shape a consumer's evaluation (liking/disliking) of a product. The findings indicate that green appears to be the color that would lead to the highest perception of freshness and naturalness. In contrast, grey is the color implicitly associated with artificial flavors and perceived to be stale. The results of this study do not provide evidence for the existence of color/taste correspondences in terms of perceived sweetness. Also, findings suggest that incongruent (atypical) color package – white, might lead to more favorable consumer attitudinal responses than the product’s color-code package – orange. The current research offers relevant insights for both researchers and practitioners.

The contemporary business environment, characterized by high levels of dynamism, turbulence, and uncertainty, has forced companies to re-evaluate traditional models of commerce and make a shift towards Internet-based e-commerce models. Since the perception of usefulness determines the firm’s willingness to adopt e-commerce, this study strives to explore the contributing factors among SMEs in Bosnia and Herzegovina. A survey of 154 SME managers/owners was conducted, to identify variables that are key drivers of perceived usefulness. The findings revealed that the strategic management benefits, compatibility, and external pressures are the key predictors of perceived usefulness. This study also shows that the perceived usefulness of e-commerce is higher, if companies belonging to the same industry, or the same business network, have already adopted this business model. These findings strengthen the idea of the enterprise bandwagon effect. Compared to the newer and younger firms, the results also indicate that mature firms tend to have higher perceived usefulness of e-commerce.