Customer Pride - Buy It, Feel It, Tell It!

Julia Römhild, Heinrich-Heine-University Düsseldorf, Germany
Pride is a cornerstone emotion regarding motivation and achievement. Thus, it may also be crucial for consumer behavior, particularly WOM-intentions and advocacy. Using a PLS-path analysis, this working paper provides insight into the construct of customer pride with the aim of advancing the connection between emotion psychology and consumer behavior.
[ to cite ]:
Julia Römhild (2015) ,"Customer Pride - Buy It, Feel It, Tell It!", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 804-804.