Figure 1.
The framework contains four labelled ovals connected by arrows. Left oval: Emotional Marketing, E M. Top centre oval: Consumer Happiness, C H. Bottom centre oval: Brand Self-Connection, B S C. Right oval: Purchase Intention, P I. Solid arrow H 1 goes from Emotional Marketing to Consumer Happiness. Solid arrow H 2 goes from Emotional Marketing to Brand Self-Connection. Solid arrow H 3 goes from Emotional Marketing to Purchase Intention. Solid arrow H 4 goes from Consumer Happiness to Purchase Intention. Solid arrow H 5 goes from Brand Self-Connection to Purchase Intention. Dashed diagonal arrow H 6, I E, goes from Consumer Happiness to Purchase Intention. Dashed diagonal arrow H 7, I E, goes from Brand Self-Connection to Purchase Intention.Proposed theoretical model
Source: Own elaboration