Impulsive Buying Behavior: How Positive Emotions Mediate the Relationship between Brand Love, Brand Engagement, and Brand Performance in the context of Pakistan

Abstract

This study is devoted to building a miniature of an impulse buying behavior in department stores, which is influenced by customer engagement, Brand performance, and brand love factors, which involve the role of positive emotions as a mediator in the context of Pakistan. A quantitative approach examines empirical relationships. Characteristics of the questionnaire invite respondents to be surveyed at shopping malls and Departmental Stores in Pakistan Punjab who are instructed to use purposive sampling. In the next procedure, interpreting the data is processed with SmartPLS, which emphasizes the structural model. The results of the investigation demonstrated that customer engagement had a significant effect on positive emotions at shopping malls and Stores. However, the brand performance actually has a significant effect on positive emotions at Stores, but has no effect at shopping malls. It was also detected that positive emotions have a significant effect on impulse buying at shopping malls. Interestingly, it has no impact in the case study at Stores. Later, customer engagement appeared to have a significant effect on impulse buying at Stores, while at shopping malls it did not. Further exploration also found that the brand performance had a significant effect on impulse buying at shopping malls, while at Stores it had no effect. This work also confirms that the brand love has no effect on impulse buying at shopping malls and Stores. The motives for impulse buying, Brand performance, and positive emotions need to be adjusted to the broader analysis design in the future. There are striking differences with previous studies, thus providing a gap that is very suitable for the context of impulse buying.