Connecting Hedonic Emotions, Perceived Quality, and Product Interest with Perceived Status Symbol and Repurchase Intention: The Moderating Roles of Individualism and War Animosity

Document Type : Research Paper

Authors

1 Department of Marketing, AIBS, Amity University, Noida, India

2 Department of IT, AIBS, Amity University, Noida, India

Abstract

Do individuals perceive any status associated with the quality of decorative rope lights? This study addresses the antecedents of this perceived status. It further examines how animosity and individualism affect their intention to repurchase foreign products in an emerging Asian market. Surveys were conducted on Indian consumers' animosity toward Chinese products. The methodologies of structural equation modeling analyzed the measurement and the structural models, while the process model tested the moderation effect. Product interest, quality, and hedonic emotions jointly act as stimuli in building an individual's perception of status. The interaction effect of low individualism with high individualism is prominent in the context of low war animosity, where re-purchase intention increases with an increase in the perceived status. The research contributes to the literature by combining the effects of hedonic emotions, product interest, and product quality for LED rope lights in studying consumers’ status symbols from the perspective of the SOR model, in the context of changing war animosity and individualism, which provides valuable insights into the field of international marketing and consumer behaviour. The SOR model has been enhanced by incorporating the moderation effects.

Keywords

Main Subjects

References

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Interdisciplinary Journal of Management Studies
Volume 18, Issue 4
October 2025
Pages 807-819

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