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.\}",

note = "Publisher Copyright: {\textcopyright} 2022 Taylor \& Francis Group, LLC.",

year = "2022",

doi = "10.1080/10496491.2022.2054901",

language = "English",

volume = "28",

pages = "1077--1106",

journal = "Journal of Promotion Management",

issn = "1049-6491",

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TY - JOUR

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

Y1 - 2022

KW - hedonic online shopping

KW - minimally branded products

KW - Utilitarian/hedonic product presentation

UR - https://www.scopus.com/pages/publications/85127309207

UR - https://www.scopus.com/pages/publications/85127309207#tab=citedBy

U2 - 10.1080/10496491.2022.2054901

DO - 10.1080/10496491.2022.2054901

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