Considering the increase of the store brand’s market share globally, the present study addresses the following question: “Does the consumer product perceived quality influence store brands’ proneness?”; or in other words “Does product perceived quality influence store brands’...

This study examines whether the level of product involvement influences how emotions drive consumer satisfaction. Based on the Theory of the Hedonic Asymmetry we analyze through Structural Equation Modeling (SEM) how emotions drive consumer satisfaction. A sample of 570 respondents was gathered...