Abstract

Due to COVID-19, panic buying has spread around the world; thus, we need to have a better understanding of this phenomenon. Previous research has focused on the antecedents of panic buying. However, there has been a lack of research on how the consequences of panic buying impact consumer–brand relationships. More research has explored the impacts of negative emotions on consumer–brand relationships than the impacts of positive emotions (Khatoon & Rehman, 2021). This study explores the mediation effect of evoked post purchase positive emotions on the relationship between panic buying and brand relationships. The results of a survey of 401 Canadians 18 years old or above showed a positive relationship between panic buying and consumer–brand relationships and that positive emotions mediate this relationship. The findings of this article improve researchers’ and brand marketers’ understanding of the panic-buying phenomenon and the customer–brand relationship.