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Keywords: Product adoption and usage
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Journal Articles
Exploring the role of anticipated emotions in product adoption and usage
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2018) 35 (3): 300–316.
Published: 14 May 2018
... implications Findings from this study may help marketers in the development of the right brand strategies and communication campaigns, aimed at building emotional connections with the consumer which prompt product adoption and usage. Originality/value Anticipated emotions, the predictions about...
