Alakwe, Kizito Ogedi; Okpara, Ngozi - In: Journal of marketing and consumer behaviour in emerging … (2017) 1, pp. 45-62
This paper focuses on unravelling the impact of atmospherics on shopper purchase behaviour in emerging markets like Nigeria and attempts to isolate the atmospheric cue that is the most significant predictor of shopper purchase decisions. The paper seeks to establish a correlation between the...