Ki, Chungwha; Lee, Kangbok; Kim, Youn-Kyung - In: European Journal of Marketing 51 (2017) 4, pp. 722-747
Purpose This paper aims to examine, building upon affect balance theory, whether the two modes of luxury consumption, conspicuous consumption (CC) and style consumption (SC), trigger consumers’ mixed emotions of pleasure and guilt and whether the mixed emotions interactively as well as...