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Does Happiness Make Consumers Happy or Does Sharing Make Consumers Share?
(2017) Akpınar, Ezgi; Döğerlioğlu Demir, Kıvılcım
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Citation - WoS: 13
Citation - Scopus: 14
Value Integration Effects on Evaluations of Retro Brands
(Elsevier Science Inc, 2017-08-01) Döğerlioğlu Demir, Kıvılcım; Akpınar, Ezgi; Tansuhaj, Patriya; Cote, Joseph; Dogerlioglu-Demir, Kivilcim; Dogerhoglu-Demir, Kivilcim
In light of a growing interest in the use of retro brands, which blend modern and traditional values, this study examines the relationship between value integration (VI) of consumers (perceived degree of overlap between conflicting values) on brand related outcomes such as brand choice and brand evaluations. Three controlled experiments demonstrate that VI influences brand choice and this effect is moderated by contextual cues. Moreover, high VI consumers compared to low VI consumers evaluate retro brands more favorably. This process is explained by processing fluency. The findings of this study provide novel insights to marketers for creating successful retro brands.

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