Browsing Publikasjoner fra Cristin - Høyskolen Kristiania by Journals "Journal of Product & Brand Management"
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Guilt-free pleasures: how premium and luxury influence regret
(Journal article; Peer reviewed, 2019)Purpose The purpose of this study was to investigate how a consumer’s intention to purchase a premium or luxury product influences the anticipated regret and guilt. Design/methodology/approach A 2 × 2 × ...