Abstract The purpose of the present research is to explore the effect of brand image on brand loyalty and brand commitment to national and private label brands. Data was collected through a field survey via the store-intercept method. To test the research hypotheses, we used two samples, which implied the collection of usable 528 questionnaires. Confirmatory factor analysis was used to test the reliability, convergent, and discriminant validity of the constructs of interest. The structural equation modeling (SEM) technique was employed to analyze the effect of brand image on brand loyalty and brand commitment. Also, group comparisons were made between national brands and private label brands, using structural equation modeling. This study reveals that brand image has a significant positive effect on brand loyalty and brand commitment, both for national and private label brands. Moreover, it was found that the effect of brand image on brand commitment is stronger for national brands than for private label brands. The present study provides marketing managers of national brands and private label brands some insights into how to spur brand loyalty and commitment by establishing a favorable brand image.

Abstract Using a person-centred statistical approach (latent class analysis) this study aims to categorise young citizens in Bosnia and Herzegovina according to their citizenship norms, level of trust in institutions and propensity toward political gender stereotyping. We employed the data from The National Survey of Citizens’ Perceptions in Bosnia and Herzegovina (NSCP-B&H) 2017, which documents the civic attitudes of a nationally representative sample of adults (18+) from Bosnia and Herzegovina. Since this study focuses on the youth, we extracted a sub-sample of 831 young individuals born between 1987 and 2001. Applying latent class analysis, we derived two distinct classes of young citizens with a unique set of beliefs, attitudes, and behaviours related to the role of citizens in modern societies, namely ‘enthusiastic citizens’ and ‘outsiders’. The findings offer valuable insights for policy-makers about the design and implementation of measures that aims to foster active citizenship in the laggard transitional economy. Also, it advances the research agenda on citizenship norms beyond the Western European context.

Abstract The purpose of this research is to investigate the effects of perceived value dimensions (i.e., economic value, hedonic value, symbolic value, and social value) on behavioral intent to engage in collaborative consumption from the perspective of Generation Y. Furthermore, this research aims to investigate the mediating effect of young consumers’ attitude toward collaborative consumption on the relationship between perceived value dimensions and behavioral intent to engage in collaborative consumption. Research findings suggest that specific dimensions of perceived value (economic, hedonic, symbolic, and social) have different direct effects on young consumers’ behavioral intention to engage in collaborative consumption services. Regarding the mediating role of consumers’ attitude toward collaborative consumption, it was found that the mediating effect takes place only in the symbolic value-behavioral response link. Given the paucity of research focusing specifically on collaborative consumption from the perspective of Generation Y, this study provides new and useful insights for researchers and managers.

Abstract Despite numerous scholarly attempts, there is a lack of consensus regarding the relevance of various factors influencing consumer’s intention to purchase organic food. The purpose of this study is to asses the impact of subjective and personal norms on consumer attitude toward buying organic food. Moreover, this study aims to explore the moderating role of contextual factors - product knowledge and consumer scepticism on the norms- attitude link. Data were collected through an online survey on a sample of 212 organic food buyers in Bosnia and Herzegovina. Moderated regression analysis was used to test the hypothesized relations between the constructs of interest. Findings indicate the subjective and personal norms are positively and significantly related to consumer attitude toward organic food purchases. Also, our findings revealed that product knowledge strengthens the subjective norms-attitude relationship, while consumer scepticism toward organic food claims weakens the subjective norms-attitude link. This study informs producers, marketers, and policy-makers about the relative importance of norms, scepticism, and knowledge in the context of organic food consumption.

Objective : The purpose of this research is to highlight the role which store image and retail service quality can play in private brand image-building in the context of an emerging market in South-Eastern Europe (i.e. Bosnia and Herzegovina). We propose to address this issue by seeking answers to the following questions: (1) Does a ‘halo effect’ take place between the store image and the private brand image? (2) How does consumer’s evaluation of the quality of the service delivered by a retailer affect the image of its private brand? Research Design & Methods : Data were collected through a field survey via the store-intercept method. The sample consisted of 699 customers of two large retail chains. The data were analysed using the Structural Equation Modelling technique. Findings: The findings of the present study suggest that store image and retail service quality are important factors in the formation of the image of product-branded products. Implications & Recommendations: This study offers some important insights for retailers who intend to develop their private brand. First, the image transfer from store brand to private brand suggests that retailers should consider the introduction of a private brand as a brand extension, with their stores as the parent brand. Second, we recommend that retailers put more emphasis on quality improvement initiatives related to the store environment attributes. Contribution & Value Added: This study enhances the discussion on the phenomenon of private branding by analysing the store-level factors which underpin the formation of private brand image in the context of less developed European markets.