Sensory branding and buying behavior in coffee shops : a study on Generation Y

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...

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Dettagli Bibliografici
Autori principali:	S Dalle Ave, M Venter, B Mhlophe
Natura:	Articolo
Lingua:	English
Pubblicazione:	Department of Marketing Management, University of South Africa 2015-11-01
Serie:	The Retail and Marketing Review
Soggetti:	experiential marketing generation y purchase intention coffee shops
Accesso online:	https://retailandmarketingreview.co.za/wp-content/uploads/2021/06/RMR11_2_93-110.pdf

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