The Effect of Hedonic Presentation on Consumers’ Willingness to Pay and Purchase Intention for Minimally Branded Products Online

Jing Yang; Juan Mundel; Patricia T. Huddleston; Bridget K. Behe

doi:10.1080/10496491.2022.2054901

The Effect of Hedonic Presentation on Consumers’ Willingness to Pay and Purchase Intention for Minimally Branded Products Online

Jing Yang, Juan Mundel, Patricia T. Huddleston, Bridget K. Behe

Research output: Contribution to journal › Article › peer-review

Original language	English
Pages (from-to)	1077-1106
Number of pages	30
Journal	Journal of Promotion Management
Volume	28
Issue number	7
DOIs	https://doi.org/10.1080/10496491.2022.2054901
State	Published - 2022
Externally published	Yes

ASJC Scopus Subject Areas

Marketing

Keywords

hedonic online shopping
minimally branded products
Utilitarian/hedonic product presentation

Access to Document

10.1080/10496491.2022.2054901

Cite this

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title = "The Effect of Hedonic Presentation on Consumers{\textquoteright} Willingness to Pay and Purchase Intention for Minimally Branded Products Online",

keywords = "hedonic online shopping, minimally branded products, Utilitarian/hedonic product presentation",

author = "Jing Yang and Juan Mundel and Huddleston, {Patricia T.} and Behe, {Bridget K.}",

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year = "2022",

doi = "10.1080/10496491.2022.2054901",

language = "English",

volume = "28",

pages = "1077--1106",

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T1 - The Effect of Hedonic Presentation on Consumers’ Willingness to Pay and Purchase Intention for Minimally Branded Products Online

AU - Yang, Jing

AU - Mundel, Juan

AU - Huddleston, Patricia T.

AU - Behe, Bridget K.

PY - 2022

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KW - hedonic online shopping

KW - minimally branded products

KW - Utilitarian/hedonic product presentation

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M3 - Article

AN - SCOPUS:85127309207

SN - 1049-6491

VL - 28

SP - 1077

EP - 1106

JO - Journal of Promotion Management

JF - Journal of Promotion Management

IS - 7

ER -

The Effect of Hedonic Presentation on Consumers’ Willingness to Pay and Purchase Intention for Minimally Branded Products Online

ASJC Scopus Subject Areas

Keywords

Access to Document

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Cite this