Human needs give way to the engagement of consumers in different activities which provide avenues for self-expression or to experience the anticipated emotional benefits that differentiate them from others. One such category of consumers is termed as Sensation Seekers. This research study explores the phenomenon of congruence and examines the correlation between sensation, brand personality and...

This study empirically builds a conceptual model that describes the effects of brand attachment, self-image congruence, and experience on purchase intention. The focus this research is to examine debate over findings previous researchers regarding influence hedonic motivation congruence in attachment theory-based models using as central variable. contribution investigate relationship between be...

Purpose This paper aims to examine the differences in process by which three types of self-congruity (actual, ideal and social) interact with need for uniqueness (NFU) influence brand loyalty via experience attachment. Design/methodology/approach An online survey 428 members an Australian consumer panel. The data are analyzed using structural equation modeling (SEM). Findings results show that ...

Loyalty is an essential asset for a particular brand to maintain excellent relationships with its customers and secure continuing long-term business. An understanding customers' emotional rational dimensions regarding performance required collect information develop great management strategy. Therefore, this study examines mediating roles of both love trust in relation the experience (sensory, ...

This research investigates the conditions under which persistent preferences for product attributes occur and the processes that lead to these effects. Our theoretical framework suggests that ambiguity in the context in which the initial choices are made determines the level of certainty in the initial preference. Certainty in the initial preference combines with uninformative additional experi...

Does usability of a web-based communication artifact affect brand, i.e., the set of beliefs, emotions, attitudes, or qualities that people mentally associate to the entity behind that artifact? Intuitively, the answer is “yes”: usability is a fundamental aspect of the quality of the experience with a website, and a “good” experience with a “product” or its reifications tends to translate into “...