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...
| Hlavní autoři: | , , |
|---|---|
| Médium: | Článek |
| Jazyk: | English |
| Vydáno: |
Department of Marketing Management, University of South Africa
2015-11-01
|
| Edice: | The Retail and Marketing Review |
| Témata: | |
| On-line přístup: | https://retailandmarketingreview.co.za/wp-content/uploads/2021/06/RMR11_2_93-110.pdf |
