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• W4283216893 endingPage "1419" @default.
• W4283216893 startingPage "1392" @default.
• W4283216893 abstract "The authors examined how the joint effect of brand experience type (ordinary vs. extraordinary) and COVID-19 threat on consumer happiness changed at different stages of the COVID-19 pandemic. The findings from five studies, with the COVID-19 threat and lockdown status measured as well as manipulated, suggest that COVID-19 threat exerts converse moderating influences on the extraordinariness-happiness relationship under no lockdown and lockdown. Under lockdown, threat attenuates the effect of brand extraordinariness on happiness; extraordinary brand experiences bring more happiness than ordinary brand experiences when the perceived threat of COVID-19 is low, but consumers derive comparable happiness from extraordinary and ordinary experiences when perceived threat is high. Under no lockdown, threat amplifies the positive effect of extraordinariness on happiness. Consumers rarely experience a large-scale lockdown due to a pandemic, and this research advances understanding of how consumer happiness from a brand experience changes with the trajectory of a pandemic." @default.
• W4283216893 created "2022-06-22" @default.
• W4283216893 creator A5001234366 @default.
• W4283216893 creator A5005667469 @default.
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• W4283216893 date "2022-06-30" @default.
• W4283216893 modified "2023-09-27" @default.
• W4283216893 title "Deriving happiness through extraordinary or ordinary brand experiences in times of <scp>COVID</scp>‐19 threat" @default.
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• W4283216893 doi "https://doi.org/10.1111/joca.12465" @default.
• W4283216893 hasPubMedId "https://pubmed.ncbi.nlm.nih.gov/35942032" @default.
• W4283216893 hasPublicationYear "2022" @default.
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