The primary objective of this research is to develop a better understanding of consumer’s post-purchase psychological state by examining the influence of sales promotion and emotional brand attachment on post-purchase cognitive dissonance, taking into account the mediating role of impulse buying behavior. The current study addresses several gaps in literature. Firstly, it is hard to find the direct impact of sales promotion and emotional brand attachment on post-purchase cognitive dissonance. Secondly, to the best of our knowledge, few studies have investigated the mediating role of impulse buying behavior in consumer research. A sample of 256 respondents was collected from Pakistani retail consumers. The statistical findings of this study show that sales promotion has a significant positive effect on the impulse buying behavior and post-purchase cognitive dissonance. Furthermore, results indicate that emotional brand attachment has a negative influence on impulse buying behavior but has a significant positive impact on post-purchase cognitive dissonance. Meanwhile, impulse buying behavior is a potential mediator between sales promotion, emotional brand attachment, and post-purchase cognitive dissonance relationships. The moderating role of Gender describes that the positive relationship between sales promotion and post-purchase cognitive dissonance will be stronger for women as compared to men at a higher level of sales promotion.

Purpose – This paper aims to identify and rank factors that influence impulse buying behavior among shoppers in Dubai. Research design, data, and methodology – Questionnaires were collected from 168 Dubai shoppers using non-probability quota sampling. Factor Analysis was completed to identify factors triggering impulse buying traits. Results – Six antecedent factors were identified: hedonism, in-store influences, product related influences, socialization, promotional activities, and convenience. Surprisingly, product related influences were the most significant in stimulating impulse buying behavior. Conclusions – This research suggests that a multitude of factors affect shopper propensity for impulse buying, with non-economic factors like product and in-store related influences having a significant impact. Hence, retail managers should concentrate on these in merchandising and promotional efforts. Against the backdrop of Dubai, one of the biggest retail destinations, this study contributes to present knowledge on impulse buying behavior. In terms of shopper inclinations and likeliness to purchase products, it highlights how shoppers respond to special in-store displays and discount offerings. For marketers, the findings regarding relative significance of various factors may help in strategies to attract consumers.

Purpose - This study aims to understand the brand marketing of agricultural products and redefine their status in South Korea by analyzing impacts on consumer buying behaviors. Research design, data, and methodology - Products, with independent variables, were divided into agricultural brand products and generic products. Dependent variables were limited to expanding sales of a specialty brand through consumer awareness, consumer buying behavior, and confidence in agricultural products’ quality. Control variables were based on characteristics of products such as freshness, safety, quality, and their category. Moderating effects were examined on consumer characteristics, including income levels and age. Results - Consumers increasingly purchased agricultural brand products rather than generic agricultural products because of the general reliability of quality assurance. Conclusions - Large agricultural specialty stores have enhanced the perceptions of quality assurance, freshness, safety, and diversity. Through a critical analysis of the domestic consumer income levels and age, gender, and demographic factors, such as agricultural consumer buying behavior not affecting consumers' health and life, this study proposes positive changes in quality perception.