Customer Pride - Buy It, Feel It, Tell It!
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.
Julia Römhild (2015) ,"Customer Pride - Buy It, Feel It, Tell It!", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 804-804.
Julia Römhild, Heinrich-Heine-University Düsseldorf, Germany
NA - Advances in Consumer Research Volume 43 | 2015
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