Aroean, L., 2011. Are impulsive buying and brand switching satisfactory and emotional? In: Academy of Marketing Conference 2011, 5 - 7 July 2011, University of Liverpool Management School, Liverpool, UK. (Unpublished)
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Official URL: http://www.academyofmarketing.org/conference-2011/...
This study draws attention to a common concern about buying impulsiveness, by investigating this phenomenon in relation to satisfaction, emotion and the tendency to switch brand. A survey among 287 respondents who were randomly invited was analyzed using structural equation modelling with three different analytical models. Results show that the specific predisposition of getting emotionally involved does not encourage either the emotion-laden impulsive buying behaviour or the exploratory behaviour of switching brand. However, the trait does moderate the satisfactory likelihood of switching brand.
|Item Type:||Conference or Workshop Item (Paper)|
|Uncontrolled Keywords:||Impulse Buying Brand Switching Emotion Structural Equation Modeling Moderator effect|
|Subjects:||Technology > Business, Management and Marketing|
|Group:||Business School > Centre for Research in Management|
|Deposited By:||Dr. Lukman Aroean|
|Deposited On:||23 Jan 2012 15:00|
|Last Modified:||07 Mar 2013 15:52|
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