Abu Elnasr E. Sobaih

Type of the article: Research Article

Abstract
Given the paramount importance of brand love (BL) in the contemporary marketplace, this study analyzes the influence of online convenience (OC) on brand love among apparel customers. It further investigates the mediating role of impulsive buying behavior (IBB) in the relationship between OC and BL by considering its contextual relevance. OC is conceptualized as multi-dimensional construct comprising seven distinct facets: access convenience (AC), search convenience (SC), evaluation convenience (EC), transaction convenience (TC), relationship convenience (RC), possession convenience (PC), and post-possession convenience (PPC). This framework positions OC as a critical factor influencing customers’ psychology. Primary data were collected through an online survey administered to 410 Nike apparel customers in Bangalore, India. The proposed research model was analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM) in SmartPLS. The results reveal that evaluation, transaction, possession, and post-possession convenience have significant positive influences on BL. The study also demonstrates that IBB plays a statistically significant mediating role in the relationship between most dimensions of OC and BL, except for possession and post-possession convenience. The research highlights the necessity of offering better OC to customers to boost BL. Furthermore, this research emphasizes that firms can utilize the potential of the IBB concept as a competitive strategy to accelerate the evolution of BL.

Type of the article: Research Article

Abstract
This study examines the influence of cognitive styles (rationality and intuition) on decision-making behavior among senior banking executives, utilizing an integrated Cognitive-Experiential Self-Theory (CEST) and Theory of Planned Behavior (TPB) framework. Survey data from N = 220 middle/senior banking professionals (81 men, 139 women) in Tunisia were analyzed using Structural Equation Modelling (SEM) in AMOS. First-order confirmatory factor analysis confirmed robust construct validity and reliable fit. To rigorously evaluate structural dynamics across genders, a unified multi-group analysis was conducted using the identical structural model (estimating both Rationality and Intuition simultaneously across both groups). Bootstrapping analyses (5,000 resamples) revealed that both cognitive styles exert direct, residual effects on decision implementation speed, rejecting total mediation by behavioral intention. In the integrated model, rationality acts as a behavioral accelerator (β = 0.747, p < 0.001), whereas intuition functions as a risk-mitigating mechanism (β = –0.571, p = 0.003). Structural comparison demonstrates that male and female executives possess overlapping cognitive capacities to translate intentions into fast execution (β = 0.564 vs. β = 0.535, p < 0.001). These empirical findings show that operational execution in financial contexts relies on a dual-process balance between rational analysis and intuitive risk filtering rather than deterministic gender deficits.