Impact of consumers’ impulsiveness and variety-seeking traits on self-brand connection and communal-brand connection with high- vs. low-involvement products,Journal of Marketing Theory and Practice

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Impact of consumers’ impulsiveness and variety-seeking traits on self-brand connection and communal-brand connection with high- vs. low-involvement products
Journal of Marketing Theory and Practice Pub Date : 2022-11-22 , DOI: 10.1080/10696679.2022.2143380
Reza Fazli-Salehi ₁ , Ivonne M. Torres ₂ , Rozbeh Madadi ₃ , Miguel Ángel Zúñiga ₄

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This study explores the impact of consumers’ impulsiveness and variety-seeking traits on self-brand and communal-brand connection with high- vs. low-involvement products. This study’s experiment em...

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