Yang, Kiseol; Kim, HaeJung Maria; Zimmerman, Jonelle - In: Journal of Fashion Marketing and Management: An … 24 (2020) 4, pp. 555-570
Purpose: Drawn from the P-A-D approach, the purposes of this study are (1) to investigate the impacts of website attributes on emotional branding process, and (2) to examine the mediating effects of three affective dimensions of pleasure, arousal and dominance on behavioral response towards the...