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This study aims to explore the motivators of mothers’ experience on their engagement behavior in the case of baby care toiletries. Additionally, the role of Brand trust and commitment have also been evaluated.

The conceptual model was empirically tested based on the data collected through a survey using 320 samples from India and 431 samples from Sri Lanka. Data were analyzed using structural equation modeling.

Sensory and behavioral dimensions of brand experience can be considered as key drivers of brand trust and brand commitment among millennial mothers in the context of baby care toiletries. It was observed that brand trust had a significant positive impact on brand commitment. There was a significant relationship between brand trust, brand commitment and customer engagement. It was also inferred that brand loyalty is the consequence of customer engagement.

Marketers should gear up initiatives targeting new mothers through healthy aspects and genuine packaging to strengthen the mother’s trust through periodic uses of the product.

The present study is one of the unique empirical investigations that examine the antecedents of consumer engagement in the less researched context of high inherent risk products like baby toiletries.

An increasing number of international immigrant workers enter the EU labour market to fill the gap in many key economic sectors. Labour migration often implies a process of family adaptation and, in some cases, a breakdown in the community structure and networks. This study aims to provide insights into the dynamics of transnational families, focusing on changes in the redefinition of roles within family members and children care arrangements.

The study was based on the analysis of 12 biographical interviews conducted using semi-structured interviews between November 2018 and December 2019 among Romanian women who worked as caregivers in families in an Italian metropolitan city and the surrounding urban area.

Despite the economic dimension being essential, psychological well-being increasingly burdens workers’ migratory experience and that of their family members. Findings suggest including employers and children among the actively involved actors of the family decision-making process; working and contractual conditions as factors that significantly impact the opportunities and capability of workers to provide and receive care, mainly if the latter are employed in the informal market.

The study makes it possible to highlight that the dynamics in decision-making processes in transnational families change in the different phases of the migration project and involve numerous actors. These processes are not always rational and are strongly influenced by the labour market structure in which migrants are employed.