Linking fashion consciousness with Gen Y attitude towards prestige brands

Purpose – The purpose of this paper is to examine the relationship between fashion self-congruity (FSC), fashion consciousness (FC), and attitude towards prestige brands (ATT) among Generation Y (Gen Y) consumers. The study aims to expand the scope of fashion marketing research by validating the self-congruence theory within the context of Indonesian prestige brand market. Design/methodology/approach – The paper opted for a descriptive study involving 210 undergraduate students from a top-ranked university in Indonesia. Data were collected using anonymous self-administered questionnaire. Structural equation modelling were employed to test the research hypotheses. Findings – The study found that FC performs a full mediating role on the relationship between fashion self-congruence and ATT. Research limitations/implications – The homogenous nature of the respondents have limited the generalisability of the findings. Future research could replicate this study using a sample of wider population. Practical implications – The paper includes implications for fashion marketers to effectively target fashion-conscious consumers by developing a brand positioning strategy that is consistent with consumers’ self-concept. Originality/value – This paper extends the empirical model of FC by incorporating fashion self-congruence as an antecedent of ATT. With limited academic research on Indonesian consumers in mind, this is the first empirical study to examine the antecedents of Indonesian consumers’ attitude towards prestige fashion brands.

Spin-crossover, mesomorphic and thermoelectrical properties of cobalt(II) complexes with alkylated N3-Schiff bases

Three new cobalt(ii) complexes, [Co(L12)2](BF4)2 (1), [Co(L14)2](BF4)2·H2O (2) and [Co(L16)2](BF4)2·H2O (3), where L12-16 are N3-Schiff bases appended with linear C12-16 carbon chains at the nitrogen atoms, were obtained in good yields by facile one-pot reactions. The single crystal X-ray structure of complex 1 shows a tetragonally compressed CoN6 coordination geometry. The melting temperatures of 1-3 were lower than 373 K, while their decomposition temperatures were above 473 K. All complexes have high-spin Co(ii) centres at 300 K and exhibit a columnar mesophase above 383 K. Complexes 1 and 3 showed normal thermal spin-crossover behaviour with weak hysteresis loops at about 320 K. Hence, these complexes showed uncoupled phase transitions (class iiia). The values for the Seebeck coefficient (Se) of the cobalt redox couples formed from 1 and 2 were 1.89 ± 0.02 mV K-1 and 1.92 ± 0.08 mV K-1, respectively, identifying them as potential thermoelectrochemical materials.