.... Design/methodology/approach The authors used four 2 × 2 between-subject experiments to test the proposed moderation. Findings Results from the four experimental studies provide the following insights. SBS enhances customers’ purchase intentions for utilitarian products and decreases purchase...

...Valter Vieira; Fernando Oliveira Santini; Clécio Falcao Araujo Purpose Hedonic and utilitarian shopping values have been researched since the mid-1980s in the fields of marketing, retail and specially on consumer behaviour. A number of studies have found evidence of their effects on satisfaction...

... at: emoriuchi@fhsu.edu 14 10 2014 01 08 2015 02 05 2016 01 07 2016 08 07 2016 © Emerald Publishing Limited 2017 Emerald Publishing Limited Licensed re-use rights only Hedonic Identity Utilitarian Advertisement Bicultural Majority-Minority Identifications...