Brands’ Love-Hate Relationship With Hedonic Preference: a Meta-Analysis and an Experiment
Prior research on hedonic consumption has focused on the role of numerous product-related and contextual factors that influence hedonic preference. Our meta-analysis of this literature reveals a new variable that influences hedonic-preference —brand. Specifically, when hedonicity is lacking in a context, brand can compensate for that lacking.
Citation:
Mehdi Hossain, Adwait Khare, Traci Freling, Sultan Alkhuzam, Tracy Khan, and Ashok Lalwani (2021) ,"Brands’ Love-Hate Relationship With Hedonic Preference: a Meta-Analysis and an Experiment", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 902-902.
Authors
Mehdi Hossain, University of Rhode Island
Adwait Khare, University of Texas at Arlington
Traci Freling, University of Texas at Arlington
Sultan Alkhuzam, King Saud University
Tracy Khan, University of Rhode Island
Ashok Lalwani, Kelley School of Business, Indiana University
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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