The impact of positive and negative emotions on loyalty intentions and their interactions with customer equity drivers

Article English OPEN
Ou, Yi-Chun; Verhoef, Peter C.;
(2017)
  • Subject: Loyalty intentions | Emotions | Brands | Relationships | IN-SERVICE RELATIONSHIPS | CONSUMER CONFIDENCE | SATISFACTION | CONSUMPTION | BRAND | RESPONSES | COGNITION | INDEPENDENCE | EXPERIENCE | RETENTION | Good

Customer equity drivers (CEDs) include value, brand, and relationship equity, which have a strong link with loyalty intentions. This study aims to examine the incremental effects of positive and negative emotions on loyalty intentions and to determine whether these emot... View more
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