... is the theory of reasoned action, in which patronage and purchase intentions represent the specific likelihood-of-performance behaviours. A Seemingly Unrelated Regression model was empirically used to analyse the relationships between generational cohorts, income, and perceived channel fluency...

... role of the generational cohort on the hypothesized relationships. Design/methodology/approach Through an online survey, 599 usable data were collected to test the proposed research framework using partial least squares structural equation modeling. Findings The results identify significant...

... already available. Originality/value – This study addresses a gap in literature with reference to the comparison of consumer behavior of generational cohorts when purchasing compression sportswear. Findings can be applied in other areas of sportswear and to other countries. Consumer behaviour...