Original paper
Store atmosphere and impulse: a cross-cultural study
Volume: 47, Issue: 8, Pages: 817 - 835
Published: Aug 12, 2019
Abstract
Purpose The purpose of this paper is to investigate the influence of store atmosphere on consumers’ positive emotional responses and impulsive purchase behaviour. In addition, it analyses the moderating role of culture characteristics and situational variables on this influence. Design/methodology/approach The study carried out a quantitative face-to-face on-site survey of a retail fashion brand in two countries, Brazil and Germany. This paper...
Paper Details
Title
Store atmosphere and impulse: a cross-cultural study
Published Date
Aug 12, 2019
Volume
47
Issue
8
Pages
817 - 835
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Notes
History