Hao Li

China apparel customization brands have been recently growing in massive quantities despite being in their infancy stages of brand value building. Although scholars have proven brand value’s importance in sustainable brand growth, studies on the specific context of CACBs are still limited. This research proposes a conceptual framework of CACBs’ brand value measured dimension based on previous studies and divides brand value into both general and specific dimensions. Accordingly, qualitative and quantitative studies were conducted from the perspectives of practitioners and consumers. Ultimately, a scale of 30 items with nine dimensions was generated. Results reveal that brand association in the general dimensions and brand service in the special dimensions were the largest promoters of CACB brand value. Hence, practitioners should pay more attention to dimensions of cognitive conflicts. Practical suggestions for apparel customization marketers are proposed to build and enhance brand value.

At present, the research on the influence mechanism of psychological capital on farmers’ entrepreneurial behavior is relatively mature. However, the relationship between farmers’ entrepreneurial behavior and macroeconomics by entrepreneurial psychological capital is still unclear. Based on this, firstly, this work analyzes the entrepreneurial PsyCap in detail. Secondly, the research hypothesis is put forward and a conceptual model is implemented. A questionnaire is designed to analyze the current situation of farmers’ entrepreneurial PsyCap and entrepreneurial behavior. Finally, a structural equation model is implemented to explore the relationship between farmers’ entrepreneurial behavior and macroeconomics. The path test of the SEM is utilized to obtain the following. Macroeconomic growth has a significant positive impact on entrepreneurial behavior. Macroeconomics can affect farmers’ entrepreneurial behavior to varying degrees by affecting the four entrepreneurial PsyCap of farmers’ subjective cognition, Tenacity, hope and open-mindedness. This indicates that entrepreneurial PsyCap plays an intermediary role between farmers’ entrepreneurial behavior and macroeconomics. The purpose of this work is to explore the relationship among farmers’ entrepreneurial behavior, macroeconomics, and the role of entrepreneurial PsyCap through empirical analysis, thereby providing a theoretical reference for the subsequent country’s optimization of farmers’ entrepreneurial strategies.