The goal of this research was to examine how economic and social satisfactions influence trust-credibility and trust-benevolence and ultimately, long-term orientation in the context of the small apparel retailer-supplier relationship. Moreover, this study investigated the moderating influences of power in the relationships between trust-credibility, trust-benevolence, and long-term orientation. Findings indicated that economic and social satisfactions had a positive influence on both trust-credibility and trust-benevolence. Furthermore, the results showed positive influences of trust-credibility and trust-benevolence on long-term orientation. The balance of power between retailers and suppliers had a moderating influence on the relationship between trust-credibility and long-term orientation, but not on trust-benevolence and long-term orientation. The results of the research contribute to a more in-depth understanding of the small apparel retailer-supplier relationship, which is currently extremely limited.

Purpose The purpose of this study is to examine the effects of a Disney collaboration and Disney product line extension type on the perceptions of masstige brands and purchase intentions. By identifying masstige brands as two types (i.e. born-masstige versus luxury-masstige brands), this study investigates how consumers respond to a Disney collection across different types of masstige brands. Design/methodology/approach The authors conducted three studies using an experimental approach. Findings Study 1 shows that compared to a traditional collection, a Disney collection lowered perceptions of brand luxury, but the negative effect is stronger for born-masstige brands than luxury-masstige brands. Studies 2 and 3 revealed that an upward extension enhanced perceptions of luxury for the born-masstige brand more than it did with a horizontal extension, whereas there was no difference between upward and horizontal extensions for the luxury-masstige brand. Research limitations/implications This study contributes to understanding how Disney collaborations influence consumers’ perceptions of masstige brands. It has implications for brand positioning and pricing strategies for practitioners collaborating with Disney or similar companies. Originality/value To the best of the authors’ knowledge, this study is the first of its kind to investigate consumer responses to a Disney collaborated collection across two types of masstige brands by exploring their type of product line extensions.

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The purpose of this study was to explore differences in determinants of loyalty, including years of loyalty and use of word-of-Mouth (WOM), across rural and urban apparel shoppers. The secondary data used for this study was collected by BIG research in their Consumer Intentions and Actions Study. Hierarchical multiple regression analysis was conducted, and the results showed that four store attributes (fashionability, promotion, shopping environment, and retail basics) were positively related to store loyalty. Findings of the study also revealed that the effect of fashionability and retail basics on store loyalty differed significantly across rural and urban consumers while promotion and shopping environment were not different predictors of store loyalty between rural and urban apparel shoppers. Specifically, store attributes of fashionability were stronger antecedents of loyalty for women's clothing shoppers in urban areas than rural shoppers. The retail basics had a greater influence on store loyalty among women's apparel customers in rural areas than customers in urban areas.