Sensory branding and buying behavior in coffee shops : a study on Generation Y
With the rise of globalisation and the infiltration of global brands into emerging markets, retailers are facing challenges to win market share in this competitive landscape. As a result, retailers are reverting to innovative methods such as experiential marketing to influence consumer buying behavi...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Department of Marketing Management, University of South Africa
2015-11-01
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| Series: | The Retail and Marketing Review |
| Subjects: | |
| Online Access: | https://retailandmarketingreview.co.za/wp-content/uploads/2021/06/RMR11_2_93-110.pdf |