... to test the proposed model. Study 1 surveys multiple product categories to examine dispositional romanticism. Studies 2–5 use experiments to test the effect of induced romance, mediation via novelty-seeking and moderation by product knowledge. Findings Romantic experiences are associated with higher...

... product development Brand extension Analogy learning theory Ingredient branding Brand strength Product knowledge Product category similarity Brand extension attitude Product purchase intention Based on the objectives of this study, we first conduct a literature review on the theoretical...

...Rambabu Lavuri; Rajendra Kumar Gopi Purpose This study aims to evaluate the impact of product complexity, product involvement and product diagnosticity on shaping webrooming behavior in emerging fashion retailing, with product knowledge acting as a moderator and information processing...