Emotions in Entrepreneurial Marketing: Insights from Bagozzi’s Model
Authors: Teresa Dieguez
Journal: Journal of Social Science and Human Research Studies (JSSHRS)
Published: 2025-10-15 · Volume 1, Issue 04, pp. 129-133
DOI: 10.65150/EP-jsshrs/V1E4/2025-A045
Abstract
Using Bagozzi's self-regulation model as an analytical reference, this paper investigates the significance of emotions at the intersection of marketing and entreprenurship.Based on an organized literature review of eleven peer-reviewed papers, the study investigates how emotions work as mediato