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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.

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.

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.

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.

Researchers have been exploring the consequences of the hedonic adaptation process at length. This phenomenon is characterized by the reduction of pleasure with consumption experiences over time. Meanwhile, co-creation initiatives seem to be gaining traction in brand strategies. However, little is known about how individuals experience the co-creation effects in consumption. The purpose of this study is to analyse the impact of consumer co-creation experiences on predicting hedonic adaptation. Also, it aims to provide insights into the emotional aspects of consumption.

Three mixed-design experimental studies were conducted to explore the effects of co-creation on consumer hedonic adaptation, affective forecasting and emotional responses. Study 1 and Study 2 were conducted online with American participants. Study 3 was conducted in a laboratory setting in Brazil.

The research demonstrated that individuals predict that the path to consumption adaptation will be longer when co-creating their products co-create. However, this effect varies depending on the type of product. As for the emotional aspect, consumers attribute more positive emotions than negative ones in the context of co-creation.

This study manipulated different conditions considering specific product types. Future research should apply this framework to other products and services to confirm the generalization of the study’s findings. Also, the authors encourage future studies that explore emotions in different co-creation scenarios.

Elucidating how co-creation impacts consumers’ hedonic adaptation empowers companies to leverage co-creation to cultivate positive consumer attitudes and brand loyalty. Marketing campaigns can highlight the emotional benefits of ownership and personalization. It also provides a sustainable perspective for companies, which seeks consumers who remain present over time and trust the company. Furthermore, co-creation can be used strategically for innovation management. By co-creating limited-edition trial products, companies can involve new customers, foster a sense of ownership and potentially mitigate hedonic adaptation, while gathering valuable insights for new product development.

This research advances the limited literature on co-creation and customer hedonic adaptation, which lies at the interface between consumer behaviour and product development. It explores how product co-creation affects consumers’ predictions and shopping experiences concerning pleasure decrease, including product value and company feedback. Additionally, it examines the role of emotions in co-creation and hedonic adaptation. This research contributes by demonstrating the impact of co-creation on adaptation, affective forecasting and emotional responses during consumption.

Greater attention should be paid to the emotional aspects of the service experience. In this context, this paper aims to propose that emotions will have a different impact on customers’ complaint behavior and satisfaction depending on the hedonic or utilitarian nature of the service and for this purpose a valence-based approach is followed.

A sample of 809 service users was analyzed through multi-group structural equation modeling, including both hedonic (bars and cafeterias, n = 210) and utilitarian services (bank and public transportation services, n = 599).

Research findings show the different influence of emotions on customers’ complaint behavior and satisfaction depending on the service nature. Further, the negative affect does not influence behavioral outcomes in hedonic services, whereas positive affect exerts a slight lower influence in utilitarian services. Finally, the service nature plays a moderating role in the emotions–satisfaction and emotions–complaint behavior relationship.

This research shows the important role of the service nature, reporting different results for hedonic and utilitarian services in the influence of emotions in behavioral outcomes.

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.

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.

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 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.

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.

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.

Providing positive and memorable shopping experiences has become essential for retailers. As the retail industry strives to create multisensory experiences for consumers, it is equally important to understand the emotions and pleasure such experiences evoke. The current study aims to investigate how multisensory experiences induce hedonic emotions in retail shoppers. It explores the mediating role of hedonic emotions in between multisensory experiences and shopping mall patronage intention.

The study is descriptive; the data was collected using the mall intercept survey method. A total of 380 shoppers participated in and responded to the survey administered at the mall. The collected responses are analyzed using partial least squares structural equation modeling.

Our findings support the idea that hedonic emotions play a significant role in the retail environment by influencing retail patronage intentions. Also, the multisensory experiences have a positive effect on patronage intention as well as the hedonic emotions of shoppers.

The present study provides theoretical and managerial implications for academicians and retail marketing.

The present research contributes to the existing literature by introducing the concept of multisensory experiences in the retail context and its impact on hedonic emotions and adding to the concept of inference theory.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

Impulse purchases are a phenomenon of interest in recent years that provides a high revenue stream for companies compared to planned purchases. Airports are a unique shopping environment. Travellers usually need to arrive at the airport early and can only utilise limited time to shop at duty-free stores, which makes the shopping experience time-constrained and has the potential to make impulse purchases. The main purpose of this research is to create a model to examine whether “time pressure” and “hedonic shopping motivation” lead to impulse shopping through the formation of “positive emotion” in the context of airport duty-free shops.

A questionnaire-based survey was conducted in this study. The data collection for this study targeted individuals who had previously used airline services for international travel and visited duty-free shops at international airports. A total of 502 valid subjects participated in this survey.

The findings indicated that time pressure and consumers’ hedonic motivations have a positive impact on emotions. Positive emotions have a positive impact on the occurrence of impulse purchases. Music and light can moderate the impact of hedonic motivation on emotion but cannot reduce the influence of time pressure on emotion. Social factor significantly moderates the positive association between hedonic shopping motivation and emotion.

The research collected data from various international airports and social media, enabling the findings to be generalised.

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.

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.

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.

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.

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.

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.