TY - JOUR
T1 - Marketing of happiness
T2 - The role of customer loyalty on happiness
AU - Pipoli de Azambuja, Gina María
AU - Rodríguez-Peña, Gustavo
AU - Tarazona Vargas, Enver Gerald
N1 - Publisher Copyright:
© 2022 Taylor & Francis Group, LLC.
PY - 2023
Y1 - 2023
N2 - This study aims to analyze the effect of loyalty on customer happiness. Therefore, the role of psychological variables such as copying, and attachment styles were studied. The sample was comprised of 524 cases corresponding tdo Peruvian customers. A multiple linear regression model was performed to evaluate our hypotheses. The stepwise method was used to select variables using AIC. An important finding of this study was that concrete and abstract loyalties can predict happiness among Peruvian customers. In terms of originality, the article evaluates the effect of loyalty on happiness that represents a research gap and contributes to debate about the marketing purpose.
AB - This study aims to analyze the effect of loyalty on customer happiness. Therefore, the role of psychological variables such as copying, and attachment styles were studied. The sample was comprised of 524 cases corresponding tdo Peruvian customers. A multiple linear regression model was performed to evaluate our hypotheses. The stepwise method was used to select variables using AIC. An important finding of this study was that concrete and abstract loyalties can predict happiness among Peruvian customers. In terms of originality, the article evaluates the effect of loyalty on happiness that represents a research gap and contributes to debate about the marketing purpose.
KW - Happiness
KW - marketing
KW - loyalty
KW - attachment style
KW - coping style
KW - Peru
UR - http://www.scopus.com/inward/record.url?scp=85142385274&partnerID=8YFLogxK
UR - https://www.mendeley.com/catalogue/b944a838-92b8-3063-984f-44805881e356/
U2 - 10.1080/10496491.2022.2143983
DO - 10.1080/10496491.2022.2143983
M3 - Article in a journal
SN - 1049-6491
VL - 29
SP - 228
EP - 258
JO - Journal of Promotion Management
JF - Journal of Promotion Management
IS - 2
ER -
