Abstract
Today, the purchasing processes of technology products are shaped not only by functional utility but also by emotional and hedonic motivations. In the current age of consumption, many emotional purchasing experiences have shown that consumption is not based on rational decisions alone but is based on pleasure. Particularly in high-involvement products like smartphones, consumers associate happiness not just with technical features but also with experiential values (prestige, entertainment, aesthetics) offered by the product. However, multidisciplinary studies on how brand image mediates this relationship remain limited. The aim of this study was to determine the effect of hedonic value perception on consumer happiness and the mediating role of brand image in the smartphone preferences of consumers. The study was conducted with 396 participants living in Bursa. The convenience sampling method was used within the non-probability sampling design, and data were collected using an online questionnaire. Simple Linear Regression was used in the analysis of the study hypotheses, and to test the hypothesis related to the mediating effect, Process Macro (Model 4), developed by Hayes, was applied. The findings obtained in the study demonstrated that the hedonic benefit perception had a positive effect on consumer happiness. Brand image was also found to have a mediating effect between hedonic benefit and consumer happiness.
Keywords
Marketing Happiness Emotional Value Smartphone Marketing Statement of identity Symbolic Consumption
References
- Okada, E.M. (2005) Justification effects on consumer choice of hedonic and utilitarian goods. Journal of Marketing Research, 42(1), 43–53
Abstract
References
- Okada, E.M. (2005) Justification effects on consumer choice of hedonic and utilitarian goods. Journal of Marketing Research, 42(1), 43–53
Details
| Primary Language | English |
|---|---|
| Subjects | Demography (Other), Marketing (Other) |
| Journal Section | 2025 5/2 (October) |
| Authors | |
| Publication Date | October 29, 2025 |
| Submission Date | June 11, 2025 |
| Acceptance Date | August 18, 2025 |
| Published in Issue | Year 2025 Volume: 5 Issue: 2 |
Dear Author(s),
Requests or personal needs that may undermine the transparency, fairness, and adherence to scientific ethical standards of the publication process, or that may create the perception of pressure on the editorial board or reviewers, should not be included in the “notes to the editor” section or sent via email to the editorial team. We thank you for your understanding and sensitivity on this matter.
In addition, as part of the manuscript submission process, it is required to complete the Artificial Intelligence Use Declaration and upload it to the journal system along with the Copyright Transfer Form. These documents are essential to ensure transparency and maintain ethical standards throughout the editorial process.
You can access the relevant forms via the links at the top of the page as well as in the Documents section. Please ensure that the forms are filled out completely and accurately to avoid delays in the review process.