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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Bibliographic Details
Main Authors: S Dalle Ave, M Venter, B Mhlophe
Format: Article
Language:English
Published: Department of Marketing Management, University of South Africa 2015-11-01
Series:The Retail and Marketing Review
Subjects:
experiential marketing
generation y
purchase intention
coffee shops
Online Access:https://retailandmarketingreview.co.za/wp-content/uploads/2021/06/RMR11_2_93-110.pdf

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