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Article
Publication date: 13 July 2015

Cherng G. Ding and Timmy H. Tseng

The purpose of this paper is to further examine the mediation mechanism to account for the influence of brand experience on brand loyalty by integrating the experiential…

Abstract

Purpose

The purpose of this paper is to further examine the mediation mechanism to account for the influence of brand experience on brand loyalty by integrating the experiential view of consumption and the appraisal theory of emotion.

Design/methodology/approach

An onsite interview survey was conducted in 21 stores of four service brands: Burger King, Cold Stone Creamery, McDonald’s and Starbucks Coffee. Confirmatory factor analysis is used for assessing validity and reliability. Structural equation modeling is used for examining construct relationships.

Findings

Brand awareness/associations, perceived quality and hedonic emotions mediate the relationship between brand experience and brand loyalty. Hedonic emotions play a powerful mediation role. Moreover, it is the experiential view of consumption rather than the appraisal theory of emotion that plays a dominant role in accounting for the influence of brand experience on brand loyalty.

Originality/value

This research extends previous studies on the relationship between brand experience and brand loyalty by adding hedonic emotions as a powerful affective mediator. Our research also contributes to practitioners by providing strategies for experiential marketing.

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Article
Publication date: 22 November 2018

Muhammad Faisal Shahzad, Muhammad Bilal, Jin Xiao and Tahir Yousaf

The purpose of this study is to find the influence of brand experience on brand equity with the mediation of hedonic emotions, utilitarian emotions and brand personality…

Abstract

Purpose

The purpose of this study is to find the influence of brand experience on brand equity with the mediation of hedonic emotions, utilitarian emotions and brand personality among the smartphone users in Pakistan.

Design/methodology/approach

The survey based on empirical method was used to administrate the questionnaire. The data were collected from a millennial generation in Sargodha city. Skewness, Kurtosis’s, correlation and regression techniques were used to analyze data.

Findings

The finding of this study shows that the hedonic emotions, utilitarian emotions and brand personality mediate the relation between brand experience and brand equity. The study will help brand managers and academia in understanding the hedonic and utilitarian emotional pattern, and the congruence between the personality and smartphone brand users and behavior pattern of young users.

Research limitations/implications

Research support the argument that promoting emotional aspects is significant for the sustainability of brand equity of the smart-phone brands. Segments other than young consumers would be more interesting to study.

Practical implications

This paper provides implications for smart phone marketers on smart phone consumption behavior. Marketing managers must link products attributes to the personality of the user and promote them that will emotionally attach users to the product.

Originality/value

This paper presents key findings on smart phone buying experience using utilitarian value approach followed by hedonic consumption approach and found to be significant predicators.

Details

Journal of Islamic Marketing, vol. 10 no. 2
Type: Research Article
ISSN: 1759-0833

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Article
Publication date: 9 May 2016

Rashmita Saran, Subhadip Roy and Raj Sethuraman

The purpose of this paper is to integrate consumer personality to fashion involvement, fashion-oriented impulse buying behavior, consumer emotions and hedonic consumption…

Abstract

Purpose

The purpose of this paper is to integrate consumer personality to fashion involvement, fashion-oriented impulse buying behavior, consumer emotions and hedonic consumption in the Indian context.

Design/methodology/approach

Based on a literature review of personality, fashion involvement, emotions, fashion-oriented impulse buying behavior and hedonic consumption, the authors formulated a conceptual model and subsequent hypotheses. Previously valid and reliable scales were used in the study. The data were collected through mall intercept survey with the sample consisting of respondents in the age group 20-45. Factor analysis and structural equation modeling were used as data analysis tools.

Findings

Major findings indicate a positive and significant effect of personality on positive emotions. The findings also confirm a significant and positive relationship between fashion involvement and hedonic consumption and hedonic consumption and fashion-related impulse buying behavior. Interestingly, positive emotions were found to mediate the relation between personality and fashion involvement.

Research limitations/implications

The major implication of the present study is that impulse buying in fashion may be resultant of a complex network of interlinked constructs. One limitation is the restriction to the Indian context.

Practical implications

The findings note the need for creation of an experiential environment for a fashion shopper that could lead to positive emotions and subsequently impulse purchase.

Originality/value

The present study for the first time integrates constructs such as personality, emotions, involvement and impulse buying in the same conceptual model and tests it empirically.

Details

Journal of Fashion Marketing and Management, vol. 20 no. 2
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 2 October 2019

Heng-Hui Wu, Pornchanoke Tipgomut, Henry F.L. Chung and Wei-Kuang Chu

As consumers read multiple reviews, so consumer review consistency is important. The purpose of this paper is to investigate the role of consumer review consistency in…

Abstract

Purpose

As consumers read multiple reviews, so consumer review consistency is important. The purpose of this paper is to investigate the role of consumer review consistency in influencing attitudes toward brands by examining its underlying effect on consumers’ emotions after they read consistent consumer reviews. In addition, the moderation effect of hedonic and utilitarian purchase values on positive consumer emotions and attitudes toward brands is explored.

Design/methodology/approach

This study used a quantitative design in which 329 participants – undergraduate and MBA students at a university in Taiwan – were asked to complete online questionnaires. To generalize the results, the questions in the questionnaire were based on any consumer reviews that the participants had recently browsed.

Findings

Consumer review consistency positively influences attitudes toward brands. Positive emotions are also developed when reading consistent consumer reviews, and this positively influences consumers’ attitudes toward brands. However, positive emotions are not derived from consistent consumer reviews in all contexts. The results show that positive emotions work well when consumers shop using hedonic value. Positive emotions create positive consumers’ attitudes toward a brand when they shop using hedonic value, but this significant effect does not occur when consumers shop using utilitarian value.

Research limitations/implications

This study’s results suggest that only investigating the quality of a consumer review or other aspects of a single review might overlook the impact of consumer review consistency, as consumers read multiple reviews. Consumer review consistency plays an important role in brand effectiveness, as consumers form positive attitudes toward brands when they read consistent reviews. Positive emotions can strengthen consumers’ attitudes toward a brand. Moreover, positive emotions increase positive attitudes toward brands only when consumers shop using hedonic value. However, positive emotions do not enhance consumers’ attitudes if they shop using utilitarian value.

Practical implications

Rather than focusing on the quality of a single review, online shops should carefully consider consumer review consistency. Although positive reviews are better than negative reviews, it is quite difficult for every shop to maintain 100 percent positive reviews. Therefore, maintaining and offering quality products and services are rather important to acquiring more positive reviews. Online shops should consider experimental marketing strategies when managing online shops. The layout of online sites that show consistent consumer reviews can provide consumers with cues that shorten decision making, especially for products that consumers tend to shop for using hedonic value.

Originality/value

This research extends the previous consumer review literature. Previous research was focused mainly on the quality of consumer reviews or other aspects of a single review. This research shows that focusing a single consumer review is not sufficient, as consumers generally read more than one consumer review. In addition, the role of positive emotions as a mediator between consumer review consistency and attitudes toward a brand was investigated. Furthermore, the moderated mediation effect was applied to investigate the role of shopping value (hedonic vs utilitarian value) as a moderator of positive emotions’ mediation effect.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 2
Type: Research Article
ISSN: 1355-5855

Keywords

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Article
Publication date: 2 September 2014

Márcia Maurer Herter, Cristiane Pizzutti dos Santos and Diego Costa Pinto

Research suggests that women demonstrate higher levels of shopping satisfaction, recommendation, return intentions, and hedonic shopping than men. However, is it possible…

Abstract

Purpose

Research suggests that women demonstrate higher levels of shopping satisfaction, recommendation, return intentions, and hedonic shopping than men. However, is it possible to reduce the effects of gender on shopping behaviour? The purpose of this paper is to explore how the interaction between gender and emotions affects consumers’ shopping behaviour outcomes.

Design/methodology/approach

Two studies show the effects of gender and emotions on shopping behaviour outcomes. Study 1 is a field experiment that tests the effects of gender and emotions (positive vs neutral) on consumer satisfaction, recommendation, and return intentions. Study 2 is a laboratory experiment that explores the effects of gender and emotions (positive, neutral, and negative) on hedonic shopping.

Findings

Results demonstrate that positive (vs neutral) emotions increase shopping behaviour outcomes for men, to reach the same level as for women. The findings also indicate that retail environment perception mediates the effects. Moreover, the results show that positive emotions increase levels of hedonic shopping for men and that negative emotions reduce levels of hedonic shopping for women.

Practical implications

This paper helps retailers enhance shopping behaviour outcomes in retail environments. From a managerial perspective, the findings also provide insights on how to improve shopping behaviour outcomes for male consumers.

Originality/value

This paper shows how to reduce gender effects on consumer shopping behaviour outcomes by activating specific emotions in retail environments. This research also demonstrates the mediating role of retail environment perception.

Details

International Journal of Retail & Distribution Management, vol. 42 no. 9
Type: Research Article
ISSN: 0959-0552

Keywords

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Article
Publication date: 8 February 2013

My Bui and Elyria Kemp

This research examines how hedonic shopping experiences for online music impact emotion regulation processes and how feelings regarding previous online music purchases…

Abstract

Purpose

This research examines how hedonic shopping experiences for online music impact emotion regulation processes and how feelings regarding previous online music purchases influence repeat purchase behaviour. The paper aims to introduce a model that explains and examines the meditating role of consumers' attitudes, emotion regulation and subjective norms in the shopping experience for online music.

Design/methodology/approach

Structural equation analysis based on AMOS 17.0 techniques, using the maximum likelihood estimation method, was used to assess the measurement and structural model. Confirmatory factor analysis was conducted to determine construct and discriminant validity before testing hypotheses of the structural model.

Findings

Results indicate that shopping for music online involves an emotional and hedonic component. Specifically, consumer attitudes, emotion regulation as well as subjective norms influence repeat purchase intentions.

Research limitations/implications

Emotion regulation in traditional retailing environments has been heavily studied, however, limited research exists to examine emotion regulation in the online retailing environment. With the proliferation of online retailing, this study makes important contributions to understanding online shopping behaviour for hedonic products.

Practical implications

Based on the findings of this research, online music retailers should consider developing applicable customer‐valued alternatives to positively influence the overall online shopping experience.

Originality/value

This paper models consumer emotion regulation beyond the traditional retailing environment and examines it in a virtual retailing environment. Results prove to be important as emotion regulation impacts consumer behaviour beyond previously known traditional settings.

Details

International Journal of Retail & Distribution Management, vol. 41 no. 2
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 1 October 2006

Eun Joo Park, Eun Young Kim and Judith Cardona Forney

This study aims to examine the causal relationships among fashion involvement, positive emotion, hedonic consumption tendency, and fashion‐oriented impulse buying in the…

Abstract

Purpose

This study aims to examine the causal relationships among fashion involvement, positive emotion, hedonic consumption tendency, and fashion‐oriented impulse buying in the context of shopping.

Design/methodology/approach

A self‐administered questionnaire developed from the literature was administered to 217 college students during a scheduled class. They were enrolled at one metropolitan university in a southwestern state in the USA. A structural equation model using a correlation matrix with maximum likelihood was estimated by LISREL 8.53.

Findings

Fashion involvement and positive emotion had positive effects on consumers' fashion‐oriented impulse buying behavior with fashion involvement having the greatest effect. Hedonic consumption tendency was an important mediator in determining fashion‐oriented impulse buying.

Research limitations/implications

This study was limited to college students at one metropolitan university in a southwestern state in the USA and to general fashion products.

Practical implications

Retailers may encourage consumers' positive emotion through strategies such as store design, product displays, package design, and sales. A focus on entertainment, interest, and excitement may be as important as getting the right mix of merchandise and pricing. Other retail strategies might be to stress the relative rationality and non‐economic rewards of impulse buying in advertising efforts; to make impulse purchases more risk free through convenient return policies; and to increase enablers such as offering credit and extending store hours.

Originality/value

Few studies exist for predicting fashion‐oriented impulse buying behavior. This study addresses the need to examine impulse buying behavior related to fashion products.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 10 no. 4
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 4 September 2019

Taiyang Zhao, Wei Song, Xiaotong Jin, Hongjing Cui and Yang Li

The purpose of this paper is to study the influence of perceived control on product preferences of consumers under self-threat.

Abstract

Purpose

The purpose of this paper is to study the influence of perceived control on product preferences of consumers under self-threat.

Design/methodology/approach

By conducting four experiments, this paper manipulated the participants’ self-threat and three sources of perceived control – namely, the controllability of the threat itself, the internal and external locus of control of the individual and priming the existing positive or negative experience of the individuals. After the manipulations, the participants’ product preferences for self-growth goods or hedonic goods were measured.

Findings

The findings of this research indicated that when consumers have a higher perceived control of the threats they are facing, they are more likely to adopt problem-focused coping strategies and show a preference for self-growth goods, which can help them resolve their threats. However, when consumers have a lower perceived control on the threats they are facing, they are more likely to adopt emotion-focused coping strategies and show a preference for hedonic goods, which can help them adjust their emotions.

Originality/value

This paper systematically confirms the interactive effect of perceived control and self-threat on consumers’ product preferences, as well as the meditation role of problem-focused coping and emotion-focused coping. It also provides insights for marketers to know what factors may affect consumers’ preferences for products in self-threat situations, thus contributing to marketing practices.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 6
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 7 August 2018

Joachim J. Schouteten, Sara De Pelsmaeker, Joel Juvinal, Sofie Lagast, Koen Dewettinck and Xavier Gellynck

The purpose of this paper is to examine the influence of sensory attributes of milk chocolate on consumers’ emotions and their hedonic ratings using three commercial…

Abstract

Purpose

The purpose of this paper is to examine the influence of sensory attributes of milk chocolate on consumers’ emotions and their hedonic ratings using three commercial brands of milk chocolate.

Design/methodology/approach

Quantitative descriptive analysis by a trained panel (n=8) was performed to obtain the sensory evaluation of the samples. A group of 127 consumers evaluated the samples to indicate their hedonic ratings (nine-point hedonic scale) and emotions (EsSense Profile®).

Findings

The sensory profiles for the three chocolate types showed clear differences. EsSense Profile® methodology revealed that each type of chocolate had a distinct emotional profile. The premium brand was associated with the highest number of positive emotions, whereas the traditional brand was associated with most of the negative emotions (“bored”, “disgusted” and “worried”). The drivers of liking were mainly positive and unclassified emotions. Also, gender differences in emotional profiling were found.

Practical implications

This study illustrates that sensory and emotional measurements can contribute to a better understanding of consumers’ hedonic liking. Moreover, gender differences found in emotional profiling should raise awareness that gender may lead to different emotional profiling. These gender differences are of interest to food companies, for instance, for food product development or marketing purposes.

Originality/value

This study further contributes to the growing literature on emotions. By combining sensory evaluation by a trained panel and emotional profiling by consumers, this paper explores how combining these measurements can contribute to a better understanding of the drivers of liking for milk chocolate.

Details

British Food Journal, vol. 120 no. 7
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 8 February 2013

Shaked Gilboa and Iris Vilnai‐Yavetz

The present exploratory study aims to link various fields of inquiry dealing with the consumer experience so as to conceptualise the mall experience and delineate its components.

Abstract

Purpose

The present exploratory study aims to link various fields of inquiry dealing with the consumer experience so as to conceptualise the mall experience and delineate its components.

Design/methodology/approach

A total of 119 informants wrote narratives about their mall experience. Of these stories, 100 underwent narrative and content analysis in order to identify key components of the mall experience.

Findings

The findings show that the mall experience can be conceptualised as a holistic subjective phenomenon, encompassing a behavioural core accompanied by cognitive and emotional reactions. Four different mall experiences were identified: seductive, interactive museum, social arena, and functional.

Research limitations/implications

This exploratory study offers a theoretical conceptualisation of the mall experience.

Originality/value

The paper offers a new conceptualisation of the mall experience, based on a behavioural core with associated cognitive and emotional reactions. The paper identifies four types of mall experience. It redefines the impact of the physical environment on customers' reactions; expands the theory regarding hedonic and utilitarian consumption; and stresses the social role of the mall.

Details

European Journal of Marketing, vol. 47 no. 1/2
Type: Research Article
ISSN: 0309-0566

Keywords

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