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...
| Autors principals: | , , |
|---|---|
| Format: | Article |
| Idioma: | English |
| Publicat: |
Department of Marketing Management, University of South Africa
2015-11-01
|
| Col·lecció: | The Retail and Marketing Review |
| Matèries: | |
| Accés en línia: | https://retailandmarketingreview.co.za/wp-content/uploads/2021/06/RMR11_2_93-110.pdf |