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Consumer responses to mobile coupons: The roles of shopping motivation and regulatory fit

✍ Scribed by Khajehzadeh, Saman; Oppewal, Harmen; Tojib, Dewi

Book ID
122141071
Publisher
Elsevier Science
Year
2014
Tongue
English
Weight
405 KB
Volume
67
Category
Article
ISSN
0148-2963

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## Abstract In two studies employing fictitious and real brands, this paper shows that brand attachment goes beyond attitude and fit in determining consumers' behavioral reactions to brand extensions such as purchase intentions, willingness to pay, word‐of‐mouth, and forgiveness. The effect is pron