Calvo-Porral, Cristina; Ruiz Vega, Agustín V.; Lévy … - In: European Research on Management and Business Economics … 24 (2018) 3, pp. 130-136
This study examines whether the level of product involvement influences how emotions drive consumer satisfaction. Based on the Theory of the Hedonic Asymmetry we analyze through Structural Equation Modeling (SEM) how emotions drive consumer satisfaction. A sample of 570 respondents was gathered...