The recent rise of consumer happiness research in marketing literature is noticeable. This
article presents a systematic review of consumer happiness research from 1991 to 2020 …

This research investigates and validates the cross‐national applicability of a service quality
model in five Asian countries: China, Hong Kong, Japan, South Korea, and Singapore. The …

Happiness has been topic of research since ancient times. This study explores the theory of
consumer happiness grounded in the tenets of mass prestige (Masstige), self …

Grounded on the Masstige theory, this study examines the direct and indirect impact of Mass
Prestige of a Brand (MPB), Brand Perception (BP), and Propensity to Pay the Premium …

Materialism is a way of life characterized by the pursuit of wealth and possessions. Several
studies have documented that a materialistic lifestyle is associated with diminished …

Customers consider pursuit of happiness to be fundamental to their purchase experiences;
thus, companies are increasingly looking for opportunities to bring happiness to customers …

Purpose This paper aims to improve knowledge regarding the complicated relationship
among brand cultural symbolism, consumer cultural involvement, brand authenticity and …

It is well established that experiences make people happy, but we still know little about how
individual differences affect the relationship between consumption of experiences and …

Recent academic discussions about the concept of brand happiness have introduced brand
happiness as a promising new branding asset and a key research area. There is scientific …

This research examines how and why family firm brands (compared to nonfamily firm
brands) affect consumers. We argue that a brand's family firm status acts as a signal to …