Marketing of Happiness: The Role of Customer Loyalty on Happiness

Azambuja, Gina Pipoli de; Peña, Gustavo Rodríguez; Vargas, Enver Tarazona

doi:10.1080/10496491.2022.2143983

Cited by 6 publications

(1 citation statement)

References 90 publications

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“…Since the end of the last century, the happiness variable has taken on great relevance in studies carried out in the sphere of positive psychology (Kennison, 2022). This line of research is gradually being joined by the academic disciplines of business and marketing (Hunter, 2022; Pipoli de Azambuja et al ., 2022). During the past decade, many of the studies published on the multifaceted construct of happiness were characterized by the way they conceptualized happiness as synonymous with subjective well-being, quality of life or pleasure (Ravina-Ripoll et al ., 2022; Singh et al ., 2022).…”

Section: Conceptual Framework and Hypothesesmentioning

confidence: 99%

Purchase intention of fashion brand retailers: a journey through consumer engagement and happiness

Gutiérrez-Rodríguez,

Cuesta-Valiño,

Ravina-Ripoll

et al. 2023

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PurposeThe objective of this paper is to define a structural equation model (SEM) that examines how fashion consumers' expectations of consumer brand engagement (CBE) influence purchase intention, both directly and through consumer happiness as a mediator. For this purpose, the authors will develop the components of CBE and consumer happiness variables, whose relevance in the literature has increased considerably.Design/methodology/approachFor this purpose, a cross-sectional descriptive study was carried out by means of a survey developed on the basis of the scales found in the literature, with a sample of 1,296 consumers representative of the Spanish population. The method used to test the hypotheses was partial least squares SEM.FindingsThe results of this research indicate that both CBE and consumer happiness positively influence the purchase intention of fashion brands. In turn, the importance of the dimensions of the antecedent variables can be established.Research limitations/implicationsThe current research does not allow a longitudinal analysis of the consumption of fashion retailers. The findings of this scientific study provide a wealth of theoretical and practical information for managers to develop management models based on the sensory enjoyment of their consumers.Originality/valueOne of the novelties of this study is that it considers the consumer happiness variable and its dimensions in a consumer behavior model together with CBE.

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Section: Conceptual Framework and Hypothesesmentioning

confidence: 99%

Purchase intention of fashion brand retailers: a journey through consumer engagement and happiness

Gutiérrez-Rodríguez,

Cuesta-Valiño,

Ravina-Ripoll

et al. 2023

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Anxious Altruism: Virtue Signaling Mediates the Impact of Attachment Style on Consumers’ Green Purchase Behavior and Prosocial Responses

Hasni,

Konuk,

Otterbring

2024

J Bus Ethics

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Virtue signaling serves to express moral and ethical values publicly, showcasing commitment to social and sustainable ideals. This research, conducted with non-WEIRD samples to mitigate the prevalent WEIRD bias (i.e., the tendency to solely rely on samples from Western, educated, industrialized, rich, and democratic societies), examines whether the scarcely studied virtue-signaling construct mediates the influence of consumers’ attachment anxiety (vs. avoidance) on their green purchase behavior and prosocial responses. Drawing on attachment theory and the emerging virtue-signaling literature, the current work reports the results from three studies (Ntotal = 898) in which consumers’ attachment patterns were not only measured, as in most prior related research, but also manipulated. Study 1 confirmed the unique ability of measured attachment anxiety, but not attachment avoidance, to predict consumers’ green purchase behavior and prosocial tendencies, with virtue signaling mediating these links. Study 2 manipulated participants’ attachment patterns, finding further support for the mediating role of virtue signaling between attachment anxiety (vs. avoidance) and these dependent variables. Study 3 provided a more nuanced account for our virtue-signaling conceptualization by documenting that self-oriented, but not other-oriented, virtue signaling mediated the link between attachment anxiety and both our key outcomes in public contexts. From a managerial viewpoint, these findings indicate that anxiously attached consumers constitute a potentially lucrative segment for companies seeking to expand their market share of sustainable and ethically produced products.

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Exploring the Distinctions Between Brand Happiness, Belongingness, Attachment, and Likeability: A Qualitative Analysis of Consumer Perceptions

Yousef

2024

Corp Reputation Rev

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Marketing of Happiness: The Role of Customer Loyalty on Happiness

Cited by 6 publications

References 90 publications

Purchase intention of fashion brand retailers: a journey through consumer engagement and happiness

Purchase intention of fashion brand retailers: a journey through consumer engagement and happiness

Anxious Altruism: Virtue Signaling Mediates the Impact of Attachment Style on Consumers’ Green Purchase Behavior and Prosocial Responses

Exploring the Distinctions Between Brand Happiness, Belongingness, Attachment, and Likeability: A Qualitative Analysis of Consumer Perceptions

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