...Vaishali Sangwan; Moutusy Maity Purpose This study aims to investigate the effect of store formats (traditional vs modern vs online) on consumer satisfaction and future purchase intentions in the context of embarrassing product purchases in an emerging economy, India. This study further examines...

...Sameeullah Khan; Asif Iqbal Fazili; Irfan Bashir Purpose This study aims to examine whether counterfeit luxury buyers’ tendency to impress others overrides their anticipation of embarrassment or whether the anticipation of embarrassment delimits their self-presentational goals. Design...

...Michela Addis; Giulia Miniero; Isabella Soscia Purpose This paper aims to explore the role of surprise in reducing the negative impact of an undesired emotion, such as embarrassment, on the attitudes and behavioral intentions of consumers taking part in an event. Design/methodology/approach...