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Building on the theory of brand psychological ownership, this paper aims to explore the mediating role of brand psychological ownership in the relationship between brand personality (innocence/coolness) and consumers’ preferences, as well as identify the boundary conditions of this relationship.

To test the hypotheses, a series of four experiments were conducted in Wuhan, a city in southern China, using questionnaires administered at two universities and two supermarkets. Hypotheses were tested using PLS-SEM in SmartPLS 4.

The results indicate that brand personality, specifically the dimensions of innocence and coolness, has a significant impact on consumers’ brand preferences. Brands with a cool personality are preferred over those with an innocent personality. Moreover, the relationship between brand personality and consumers’ brand preferences is moderated by power motivation and identity centrality.

This study contributes to the literature by differentiating between brand personality of innocence and coolness as two separate constructs and proposing brand psychological ownership as a mechanism through which brand personality affects brand preferences. The study’s samples were drawn from universities and supermarkets in southern China, providing evidence for the significant moderating effects of power motivation and identity centrality on consumers’ brand preferences.

This study aims to evaluate the efficiency of using some polymers at different concentrations in the consolidation of vegetable-tanned leather artifacts.

New vegetable-tanned leather samples were prepared. The consolidants used were polyacrylamide (PAM) and polymethyl methacrylate/hydroxyethyl methacrylate (MMA-HEMA). Accelerated heat aging was applied to the untreated and treated samples. Analytical techniques used were Fourier transform infrared spectroscopy (FTIR), digital microscope, scanning electron microscope (SEM), change of color and mechanical properties.

The characteristic FTIR bands showed the effect of accelerated heat aging on the molecular structure of the studied samples, but treated and aged treated samples used were better than aged untreated samples. Microscopic investigations (digital and SEM), and mechanical properties proved that 2% was the best concentration for polymers used. The change in the total color difference of the treated and aged treated samples was limited.

This study presents the important results obtained from PAM and poly(MMA-HEMA) used for the consolidation of vegetable-tanned leather artifacts. The best results of the studied polymers can be applied directly to protect historical vegetable-tanned leathers.