Joy and excitement in the purchase process: the role of materialism and brand engagement
Wiktor Razmus,
Magdalena Razmus,
Sonja Grabner-Kräuter
Abstract:Purpose
This paper aims to use the cognitive appraisal theory to investigate the effects of brand engagement and materialism on the positive emotions of joy and excitement evoked by a product at different stages of the purchase process.
Design/methodology/approach
Two complementary studies were conducted to achieve the research objectives. Study 1 used a longitudinal design, examining the pre-purchase stage and a moment shortly after the purchase. Study 2 adopted a cross-sectional approach, focusing on the p… Show more
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