This research is underpinned by the theory of planned behaviour to examine how past experience impacts on intention to engage in cosmetic procedures. Findings are expected to help researchers understand decision-making related to cosmetic procedures and assist industry practitioners to identify factors that drive consumers to repeat a cosmetic procedure.

Introduction Luxury brands have been well known for its exclusivity (Daily Mail 2013). However, as more consumers own luxury brands, the idea of just owning recognizable symbol becomes insufficient. In light of this, limited edition products are produced at a relatively higher price (Arora 2013), allowing consumers to fulfill the desire for exclusivity and differentiate themselves for others (Clark, Zboja, & Goldsmith 2007). Motivation This proposal aims to provide a conceptual framework, as underpinned by the Theory of Planned Behaviour (TPB), to determine the purchase intention of limited edition of luxury brands. Further, supported by Social Cognitive Theory (SCT), the relationship between the personality factors and subjective norms towards attitudes on limited editions of luxury brands is also investigated. This study closes various gaps as identified by the literature (i.e. Catry 2009, Amaldoss & Jain). Methodology A self-administered survey instrument is designed using established scales to collect data through the “mall intercept” in downtown shopping area where luxury brands are retailed. The stimulus focuses on a specific and non-fictitious brand to increase ecological validity. Statistical techniques, namely Exploratory Factor Analysis (EFA), multiple regression, and structural equation modelling, are used to analyse the data. Findings Align with TPB model, attitudes, subjective norm, and perceived behavioural control positively influence the purchase intention of limited edition of luxury brands. Supporting SCT, personality traits (personal gratification, status consumption, and consumers’ need for uniqueness) were found to positively influence the attitude towards limited edition of luxury brands. Further, these findings verified the positive relationship between subjective norm and attitude. Significance Theoretically, this study apply TPB model in limited edition of luxury brands context. Methodologically, the use of real life consumers improved the ecological validity of the study (d’Astous and Gargouri 2001). Managerially, the results contribute in segmenting the market to profile the limited edition of luxury brands consumers. Limitation This study is limited within the fashion industry. Other luxury brands or product categories should also be examined. Future studies should include other contributing variables, such as value consciousness, brand image and, emotional value.

One of the main priorities for many service companies is the development and maintenance of long term relationship with valuable customers. A common research route is the hourglass approach where general hypotheses are developed, then they are tested on a single type of service and finally the findings are taken as generalised across the whole spectrum of services. It is well recognised that customer relationships are multi-sided and contingent to the nature of the services, but still the empirical research on the moderating role of service types is limited. Additionally, the actual bonds that tie the service provider to the customer, have received limited attention by the scholars. Thus, this paper attempts to address the issue of relevance and relative importance of the different types of relational bonds between hedonic and utilitarian services. The Theory of Planned Behaviour (TPB) together with longitudinal qualitative research was used to develop a set of hypotheses that was empirically tested in a large sample of consumers. The basic premise of TPB is that attitudes together with subjective norms and perceived control can predict intentions, and actual behaviours. However, TPB has been criticised that it does not incorporate a full set of attitudinal drivers towards intentions. Responding to this criticism, this study developed (through qualitative research and literature review) an extensive set of relational bonds found to be important in different service contexts. These bonds are: switching costs, economic, social, confidence, convenience, emotional and habit bonds. Together with subjective norms and perceived difficulty, relational bonds were examined in relation to repurchase intentions across hedonic and utilitarian services, based on a survey (sample size: 548), through multi-group analysis and structural equation modelling. Based on the results, the drivers of repurchase intentions can be classified into three categories: 1) universal drivers of repurchase intentions that transcend service categories (emotional, subjective norms and perceived difficulty) 2) service specific bonds (confidence, convenience, and habitual bonds) and 3) inconsequential relational bonds (switching cost, economic bonds and social bonds). Explanations of these differences lie in the nature and the value customers derive for the two different types of services. Initial findings suggest that many of the generally accepted theoretical relations in this field are service context specific. This is the first attempt to get a relational bonding footprint of different types of services in an effort to develop granular theories that take into account the nature and context of service typologies. From a managerial perspective findings qualify general theories of customer relationship management and make them more usable for the specific contexts of services.

Researches based on the pattern of planned behavior holds that the three variables of entrepreneurial attitudes, subjective norms, and perceived behavior control influence each other and influence entrepreneurial intentions respectively. However, there are also different, even conflicting research conclusions that continue to emerge. Researches based on the pattern of alertness, believe that profit opportunities and individuals’ pursuit to truth are the driving forces. Many scholars have demonstrated the impact of individual entrepreneurial alertness on entrepreneurial intentions. However, as an exogenous causal agent, profit opportunities have a logical problem: if there are no other assumptions, the mere existence of opportunities does not adequately explain entrepreneurial alertness. To address this gap, this study considered samples from mainland China, where entrepreneurial activities are very active currently, to test the role that entrepreneurial alertness is assumed to play in the planned behavior model. The results show that the three dimensions of alertness, individually partly intermediate the influence of entrepreneurial attitude on entrepreneurial intention, the influence of subjective norms on entrepreneurial intention, and that of perceived behavior control on entrepreneurial intention. This article studied the production of entrepreneurial intention by integrating the two patterns of planned behavior and alertness through empirical analysis, and opened up a new field for subsequent research on entrepreneurial intention.