K. Koay, Weng Marc Lim, Kim Leng Khoo, Jesrina Ann Xavier, Wai-Ching Poon
{"title":"Consumers’ motivation to purchase second-hand clothing: a multimethod investigation anchored on belief elicitation and theory of planned behavior","authors":"K. Koay, Weng Marc Lim, Kim Leng Khoo, Jesrina Ann Xavier, Wai-Ching Poon","doi":"10.1108/jpbm-05-2023-4512","DOIUrl":"https://doi.org/10.1108/jpbm-05-2023-4512","url":null,"abstract":"\u0000Purpose\u0000Amidst escalating sustainability challenges, product and brand managers face a pressing need to foster responsible consumption and marketing strategies. Guided by the theory of planned behavior, this paper aims to explore consumers’ motivation to purchase second-hand clothing, a type of product that contributes to Sustainable Development Goal (SDG) 12 on Responsible Consumption and Production by democratizing the brand, extending the life-cycle of the product, promoting a circular economy, while reducing economic costs for consumers and environmental costs for companies.\u0000\u0000\u0000Design/methodology/approach\u0000A two-stage study was conducted: 20 consumers were initially interviewed to identify the salient beliefs about second-hand clothing, and following that, a survey was conducted with 449 consumers to statistically analyze consumers’ motivation to purchase second-hand clothing. The data were analyzed using partial least squares-structural equation modeling (PLS-SEM) and necessary condition analysis (NCA).\u0000\u0000\u0000Findings\u0000From a “should-have” perspective (PLS-SEM), the study reveals that behavioral beliefs, injunctive normative beliefs, descriptive normative beliefs and control beliefs positively shape attitudes, injunctive norms, descriptive norms and perceived behavioral control toward second-hand clothing, whereas attitudes, injunctive norms, moral norms and perceived behavioral control positively influence consumers’ purchases of second-hand clothing. From a “must-have” perspective (NCA), the study shows that behavioral beliefs, injunctive normative beliefs and descriptive normative beliefs are necessary conditions to positively shape attitudes, injunctive norms and descriptive norms toward second-hand clothing, whereas attitudes, injunctive norms and perceived behavioral control are necessary conditions to stimulate second-hand clothing purchases.\u0000\u0000\u0000Originality/value\u0000The study offers a deep dive into consumers’ motivation to purchase second-hand clothing using a multimethod approach that enables not only the elicitation of salient beliefs (through interviews) but also the empirical examination of these beliefs alongside varying subjective norms in motivating consumers to purchase second-hand clothing (via survey). Given that beliefs are deeply rooted, the rigorous unfolding and validation of consumers’ beliefs about second-hand clothing, including the “should-haves” versus the “must-haves,” provide finer-grained insights that product and brand managers can strategically use to encourage consumers to purchase second-hand clothing.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"17 7","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-05-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141114559","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Demystifying the product attribute nexus: illuminating webrooming behavior in emerging fashion industry","authors":"Rambabu Lavuri, Rajendra Kumar Gopi","doi":"10.1108/jpbm-04-2023-4473","DOIUrl":"https://doi.org/10.1108/jpbm-04-2023-4473","url":null,"abstract":"\u0000Purpose\u0000This study aims to evaluate the impact of product complexity, product involvement and product diagnosticity on shaping webrooming behavior in emerging fashion retailing, with product knowledge acting as a moderator and information processing, and uncertainty reduction theory contributing as the theoretical foundation.\u0000\u0000\u0000Design/methodology/approach\u0000In total, 371 responses were collected from fashionable consumers who had recently purchased fashion products via a purposive sampling approach, and the data were analyzed using structural equation modeling and PROCESS macro.\u0000\u0000\u0000Findings\u0000The results illustrated that product complexity had a significant impact on product involvement and product diagnosticity, and consumer attitude. Attitude, in turn, had a favorable impact on webrooming behavior. Likewise, product diagnosticity and product involvement had a positive mediating association between product complexity and consumer attitude. Product knowledge significantly moderated the relationship between product complexity, product involvement, and consumer attitude, but it exhibited a negative moderation association between product complexity, product diagnosticity, and attitude.\u0000\u0000\u0000Originality/value\u0000This study represents a novel research endeavor, shedding light on webrooming from the perspective of product attributes in fashion retailing. It contributes to the growing body of literature on fashion marketing by analyzing the rapidly evolving phenomena of webrooming behavior within the multichannel context of the fashion industry.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"122 23","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-05-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141115590","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Revisiting consumer responses in situational animosity: a reference group perspective","authors":"Hsing-Hua Stella Chang, C. Fong, I-Hung Chen","doi":"10.1108/jpbm-05-2023-4521","DOIUrl":"https://doi.org/10.1108/jpbm-05-2023-4521","url":null,"abstract":"Purpose\u0000This study aims to investigate the role of interpersonal influence on consumer purchase decisions regarding foreign products, specifically by exploring consumers’ social reaction styles (acquisitive and protective) when confronted with normative pressures and their subsequent impact on consumers’ purchase behavior in the context of situational animosity.\u0000\u0000Design/methodology/approach\u0000Three studies were conducted in China to empirically examine the proposed research model. The US–China Chip War of 2022 was used as the research context for situational animosity, while the Japan–China relationship representing a stable animosity condition was used for contrast.\u0000\u0000Findings\u0000This study establishes the mediating role of perceived normative pressure in linking animosity attitudes to purchase avoidance in situational animosity. It also validates that consumers’ social reaction styles (acquisitive and protective) help predict distinct behavioral outcomes, holding significant implications for advancing research in the field of product and brand consumption.\u0000\u0000Originality/value\u0000This research provides a novel perspective by exploring consumers’ social reaction styles when dealing with normative pressure in situational animosity. The distinction between acquisitive and protective reaction styles adds depth and originality to the study. Moreover, this study examines consumer behavior in two distinct consumption contexts: switching intentions to local products and purchase intentions for products from offending countries in hidden consumption situations. This dual perspective offers a comprehensive exploration of consumers’ purchase behavior under normative pressure, contributing to the novelty of this research.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"60 7‐8","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-04-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140736308","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
A. Rahimah, Ben-Roy Do, A. Le, Julian Ming-Sung Cheng
{"title":"Commitment to and connection with green brands: perspectives of consumer social responsibility and terror management theory","authors":"A. Rahimah, Ben-Roy Do, A. Le, Julian Ming-Sung Cheng","doi":"10.1108/jpbm-11-2022-4214","DOIUrl":"https://doi.org/10.1108/jpbm-11-2022-4214","url":null,"abstract":"\u0000Purpose\u0000This study aims to investigate specific green-brand affect in terms of commitment and connection through the morality–mortality determinants of consumer social responsibility and the assumptions of terror management theory in the proposed three-layered framework. Religiosity serves as a moderator within the framework.\u0000\u0000\u0000Design/methodology/approach\u0000Data are collected in Taipei, Taiwan, while quota sampling is applied, and 420 valid questionnaires are collected. The partial least squares technique is applied for data analysis.\u0000\u0000\u0000Findings\u0000With the contingent role of religiosity, consumer social responsibility influences socially conscious consumption, which in turn drives the commitment and connection of green-brand affect. The death anxiety and self-esteem outlined in terror management theory influence materialism, which then drives green-brand commitment; however, contrary to expectations, they do not drive green-brand connection.\u0000\u0000\u0000Originality/value\u0000By considering green brands beyond their cognitive aspects and into their affective counterparts, morality–mortality drivers of green-brand commitment and green-grand connection are explored to provide unique contributions so as to better understand socially responsible consumption.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"65 6","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140224035","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Khai Trieu Tran, Anh Tran Tram Truong, Van-Anh T. Truong, Tuan Trong Luu
{"title":"Leveraging brand coolness for building strong consumer-brand relationships: different implications for products and services","authors":"Khai Trieu Tran, Anh Tran Tram Truong, Van-Anh T. Truong, Tuan Trong Luu","doi":"10.1108/jpbm-05-2023-4476","DOIUrl":"https://doi.org/10.1108/jpbm-05-2023-4476","url":null,"abstract":"\u0000Purpose\u0000This study aims to answer the following questions: How do consumers’ perceptions of brand coolness affect brand relationship outcomes and how do brand coolness effects differ between product brands and service brands?\u0000\u0000\u0000Design/methodology/approach\u0000A quantitative survey was used to collect data from 1,500 consumers assigned to assess one of 20 popular product and service brands in Vietnam. Partial least square structural equation modeling was used to analyze the data.\u0000\u0000\u0000Findings\u0000Data analysis reveals that both dimensions of brand coolness (i.e. self-oriented and other-oriented coolness) exert positive impacts on brand relationship outcomes (i.e. brand satisfaction, brand love and brand advocacy) through brand attitude (i.e. the evaluative mechanism) and self-brand connection (i.e. the identity mechanism). While the identity mechanism of brand coolness effects is more prominent in product brands, the evaluative mechanism is more pronounced for service brands.\u0000\u0000\u0000Practical implications\u0000This research provides practical guidance for brand managers to build strong customer relationships by leveraging their brand coolness and the mechanisms underlying coolness effects. This study suggests a tailored application of brand coolness dimensions to different branded entities.\u0000\u0000\u0000Originality/value\u0000This research contributes to the brand coolness literature by validating a two-dimensional brand coolness structure encompassing self-oriented and other-oriented coolness, in accordance with a value-based conceptualization of the concept. For mass brand studies, this study recommends the exclusion of rebellious and subcultural attributes, as well as the utility of pre-determined brands as evaluated objects, in measuring brand coolness. This study also illuminates dual mediation mechanisms and moderation of the branded entity underlying brand coolness effects on consumer–brand relationships.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"8 2","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-02-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139774557","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Khai Trieu Tran, Anh Tran Tram Truong, Van-Anh T. Truong, Tuan Trong Luu
{"title":"Leveraging brand coolness for building strong consumer-brand relationships: different implications for products and services","authors":"Khai Trieu Tran, Anh Tran Tram Truong, Van-Anh T. Truong, Tuan Trong Luu","doi":"10.1108/jpbm-05-2023-4476","DOIUrl":"https://doi.org/10.1108/jpbm-05-2023-4476","url":null,"abstract":"\u0000Purpose\u0000This study aims to answer the following questions: How do consumers’ perceptions of brand coolness affect brand relationship outcomes and how do brand coolness effects differ between product brands and service brands?\u0000\u0000\u0000Design/methodology/approach\u0000A quantitative survey was used to collect data from 1,500 consumers assigned to assess one of 20 popular product and service brands in Vietnam. Partial least square structural equation modeling was used to analyze the data.\u0000\u0000\u0000Findings\u0000Data analysis reveals that both dimensions of brand coolness (i.e. self-oriented and other-oriented coolness) exert positive impacts on brand relationship outcomes (i.e. brand satisfaction, brand love and brand advocacy) through brand attitude (i.e. the evaluative mechanism) and self-brand connection (i.e. the identity mechanism). While the identity mechanism of brand coolness effects is more prominent in product brands, the evaluative mechanism is more pronounced for service brands.\u0000\u0000\u0000Practical implications\u0000This research provides practical guidance for brand managers to build strong customer relationships by leveraging their brand coolness and the mechanisms underlying coolness effects. This study suggests a tailored application of brand coolness dimensions to different branded entities.\u0000\u0000\u0000Originality/value\u0000This research contributes to the brand coolness literature by validating a two-dimensional brand coolness structure encompassing self-oriented and other-oriented coolness, in accordance with a value-based conceptualization of the concept. For mass brand studies, this study recommends the exclusion of rebellious and subcultural attributes, as well as the utility of pre-determined brands as evaluated objects, in measuring brand coolness. This study also illuminates dual mediation mechanisms and moderation of the branded entity underlying brand coolness effects on consumer–brand relationships.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"429 18","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-02-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139834003","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Rafael Barreiros Porto, Carla Peixoto Borges, Paulo Gasperin Dubois
{"title":"Impression management through social media: impact on the market performance of musicians’ human brands","authors":"Rafael Barreiros Porto, Carla Peixoto Borges, Paulo Gasperin Dubois","doi":"10.1108/jpbm-05-2023-4510","DOIUrl":"https://doi.org/10.1108/jpbm-05-2023-4510","url":null,"abstract":"\u0000Purpose\u0000Human brands in the music industry use self-presentation tactics on social media to manage audience impressions. This practice has led to many posts asking followers to adopt behaviors favoring the human brand. However, its effectiveness in leveraging relevant performance metrics for musicians outside social media, such as popularity in specialized media, music sales and number of contracted concerts, needs further exploration. This study aims to reveal the effect of impression management tactics conveyed on social media on the market performance of musicians’ human brands.\u0000\u0000\u0000Design/methodology/approach\u0000Secondary data research classifies 5,940 social media posts from 11 music artists into self-presentation tactics (self-promotion, exemplification, supplication and ingratiation). It shows their predictions on three market performance metrics in an annual balanced panel study.\u0000\u0000\u0000Findings\u0000Impression management tactics via posts on social media are mostly self-promotion, improving the musicians’ market performance by increasing the number of contracted concerts. Conversely, ingratiation generated the most positive effect on the musician’s popularity but reduced music sales. Besides lowering the musicians’ popularity, exemplification also reduced the number of contracted concerts, while the supplication had no significant effect.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, the research is the first to use social media postings of musicians’ official human brand profiles based on self-presentation typologies as a complete impression management tool. Furthermore, it is the first to test the effects of these posts on market performance metrics (i.e. outside of social media) in a longitudinal study.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"26 4","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-02-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139837788","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Rafael Barreiros Porto, Carla Peixoto Borges, Paulo Gasperin Dubois
{"title":"Impression management through social media: impact on the market performance of musicians’ human brands","authors":"Rafael Barreiros Porto, Carla Peixoto Borges, Paulo Gasperin Dubois","doi":"10.1108/jpbm-05-2023-4510","DOIUrl":"https://doi.org/10.1108/jpbm-05-2023-4510","url":null,"abstract":"\u0000Purpose\u0000Human brands in the music industry use self-presentation tactics on social media to manage audience impressions. This practice has led to many posts asking followers to adopt behaviors favoring the human brand. However, its effectiveness in leveraging relevant performance metrics for musicians outside social media, such as popularity in specialized media, music sales and number of contracted concerts, needs further exploration. This study aims to reveal the effect of impression management tactics conveyed on social media on the market performance of musicians’ human brands.\u0000\u0000\u0000Design/methodology/approach\u0000Secondary data research classifies 5,940 social media posts from 11 music artists into self-presentation tactics (self-promotion, exemplification, supplication and ingratiation). It shows their predictions on three market performance metrics in an annual balanced panel study.\u0000\u0000\u0000Findings\u0000Impression management tactics via posts on social media are mostly self-promotion, improving the musicians’ market performance by increasing the number of contracted concerts. Conversely, ingratiation generated the most positive effect on the musician’s popularity but reduced music sales. Besides lowering the musicians’ popularity, exemplification also reduced the number of contracted concerts, while the supplication had no significant effect.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, the research is the first to use social media postings of musicians’ official human brand profiles based on self-presentation typologies as a complete impression management tool. Furthermore, it is the first to test the effects of these posts on market performance metrics (i.e. outside of social media) in a longitudinal study.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"52 19","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-02-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139777929","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Joy and excitement in the purchase process: the role of materialism and brand engagement","authors":"Wiktor Razmus, Magdalena Razmus, Sonja Grabner-Kräuter","doi":"10.1108/jpbm-04-2022-3937","DOIUrl":"https://doi.org/10.1108/jpbm-04-2022-3937","url":null,"abstract":"\u0000Purpose\u0000This 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.\u0000\u0000\u0000Design/methodology/approach\u0000Two 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 post-purchase stage. Relationships among variables were analyzed through hierarchical regression and moderation analyses.\u0000\u0000\u0000Findings\u0000The findings indicate that materialism is not significantly associated with consumers’ positive product-evoked emotions (joy and excitement) before and shortly after purchase. At these two stages, brand engagement predicts positive emotions. In the post-purchase stage, where materialism is weakly related to joy and excitement, a robust positive link exists between brand engagement and positive product-evoked emotions. Moreover, higher levels of materialism reduce the experience of joy and excitement among participants with high levels of brand engagement.\u0000\u0000\u0000Originality/value\u0000Experiencing joy and excitement is crucial in consumer behavior. However, little is known about the determinants of these emotions in the consumption context, especially concerning internal consumption-related factors and different stages of the purchase process. This paper contributes to the field by shedding light on the role of brand engagement and materialism in the experience of positive product-evoked emotions. The findings provide evidence that brand engagement significantly enhances consumers’ positive product-evoked emotions, highlighting its importance in consumer behavior research.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":" 86","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-02-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139787972","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Joy and excitement in the purchase process: the role of materialism and brand engagement","authors":"Wiktor Razmus, Magdalena Razmus, Sonja Grabner-Kräuter","doi":"10.1108/jpbm-04-2022-3937","DOIUrl":"https://doi.org/10.1108/jpbm-04-2022-3937","url":null,"abstract":"\u0000Purpose\u0000This 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.\u0000\u0000\u0000Design/methodology/approach\u0000Two 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 post-purchase stage. Relationships among variables were analyzed through hierarchical regression and moderation analyses.\u0000\u0000\u0000Findings\u0000The findings indicate that materialism is not significantly associated with consumers’ positive product-evoked emotions (joy and excitement) before and shortly after purchase. At these two stages, brand engagement predicts positive emotions. In the post-purchase stage, where materialism is weakly related to joy and excitement, a robust positive link exists between brand engagement and positive product-evoked emotions. Moreover, higher levels of materialism reduce the experience of joy and excitement among participants with high levels of brand engagement.\u0000\u0000\u0000Originality/value\u0000Experiencing joy and excitement is crucial in consumer behavior. However, little is known about the determinants of these emotions in the consumption context, especially concerning internal consumption-related factors and different stages of the purchase process. This paper contributes to the field by shedding light on the role of brand engagement and materialism in the experience of positive product-evoked emotions. The findings provide evidence that brand engagement significantly enhances consumers’ positive product-evoked emotions, highlighting its importance in consumer behavior research.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"45 7","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-02-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139847701","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}