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Keywords: Utilitarian and hedonic value
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Journal Articles
Modeling brand color emotions, perceived brand creativity, perceived value, and brand loyalty in the context of theme parks
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Consumer Behavior in Tourism and Hospitality (2022) 17 (4): 353–381.
Published: 13 July 2022
...Ady Milman; Asli D.A. Tasci Purpose The purpose of this study is to identify the influence of perceived brand color emotions on perceived brand creativity, assess the influence of perceived brand creativity on utilitarian and hedonic values, measure the impact of hedonic and utilitarian values...
