Researchclopedia

Research Researchers Institutions Topics Submit About

Command Palette

Search for a command to run...

Researchclopedia

Research Researchers Institutions About

© 2026 Researchclopedia. Powered by OpenAlex under CC0 license.

Back to research

Do brands make consumers happy?- A masstige theory perspective

2020133 citationsJournal Article

Authors

Ajay Kumar · Central University of Haryana

Justin Paul · University of Puerto Rico System

Slađana Starčević · Metropolitan University

Topics & Keywords

Consumer Behavior in Brand Consumption and Identification Media Influence and Health Consumer Retail Behavior Studies

UN Sustainable Development Goals

Decent work and economic growth

Publication Details

Published in: Journal of Retailing and Consumer Services

Volume 58, pp. 102318-102318

DOI: 10.1016/j.jretconser.2020.102318

Field-Weighted Citation Impact: 12.56

Do brands make consumers happy?- A masstige theory perspective | Researchclopedia