Summary of key findings and theoretical implications
| Main conclusions | Theoretical implications |
|---|---|
| Broadening of BBT applications in marketing | Validates BBT as a framework to study consumer behavior and engagement, especially through positive emotions |
| Identification of research gaps | Highlights the need for BBT-focused digital marketing, sales and tourism studies |
| Six application areas and eight key themes | Provides a structured foundation for future theory development in marketing research |
| Focus on cognitive and emotional benefits | Reinforces cognitive broadening and resource-building as Central to consumer well-being and loyalty |
| Main conclusions | Theoretical implications |
|---|---|
| Broadening of BBT applications in marketing | Validates BBT as a framework to study consumer behavior and engagement, especially through positive emotions |
| Identification of research gaps | Highlights the need for BBT-focused digital marketing, sales and tourism studies |
| Six application areas and eight key themes | Provides a structured foundation for future theory development in marketing research |
| Focus on cognitive and emotional benefits | Reinforces cognitive broadening and resource-building as Central to consumer well-being and loyalty |
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