Work

Masstige consumption in the emerging market: mediating effects of brand happiness and moderating role of age

Year: 2025

Type: article

Study design: Observational Study

Source: International Journal of Emerging Markets

DOI: 10.1108/ijoem-04-2025-0762

Authors: Justin Paul, Subburaj Alagarsamy, Sangeeta Mehrolia

Institutions: Corvinus University of Budapest, Korea University, University of Puerto Rico System, Manipal Academy of Higher Education, Dubai, Christ University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Good health and well-being

Open Access status: closed

OpenAlex ID: W7107870896

FWCI: 1.841

Cites: 71

Cited by: 1

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