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Keywords: Post-purchase cognitive dissonance
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Journal Articles
Journal of Fashion Marketing and Management: An International Journal (2026) 30 (1): 20–48.
Published: 13 August 2025
... behavior through the mediating role of flow experience. Additionally, impulse purchases elevate post-purchase cognitive dissonance, adversely affecting customer loyalty and repurchase intention. Originality/value This research contributes to the literature by integrating the S-O-R model and flow theory...
