Expecting the surprises: role of hope in consumer repurchase intentions in an online shopping environment

Offering frequent, attractive promotional offers is one of the most effective and practiced marketing strategies used to achieve competitive advantage through the generation of consumer repurchase intentions (RI). Our experimental study investigates the impact of short-lived surprise deals (SLSD) offered on aspirational out-group brands on consumer repurchase intentions. It also tests the moderating role of self-enhancement goals (SEG) on the...