product and brand emotion in purchase behavior

What is it about?

This paper aims to explore the role and influence of product emotion and brand emotion on consumer purchase behavior in the Iranian market and consumption context. As products are almost homogenized, it is assumed that product emotion and brand emotion can elicit emotions in consumer purchase behavior, which results in experiences or a different kind of purchase behavior outcome. Also, this study aims to investigate how consumers emotionally relate to brand and products and how this relation affects their purchase behavior.

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Why is it important?

This study shows that in the Iranian market and consumption context, product emotion and brand emotion are correlated and directly and indirectly elicit emotions in consumer’s behavior. Also this study helps to understands how Iranian consumers perceive brands and products emotionally and how they evaluate alternatives based on their emotion.