Hatzithomas, Leonidas; Gkorezis, Panagiotis; Zotou, … - In: Journal of Product & Brand Management 27 (2018) 5, pp. 471-483
Purpose: This paper aims to empirically examine how atmospherics affect word of mouth (WOM) about the brand. The authors focus primarily on uncovering the causal mechanism in which such effect is serially mediated by both perceived positive emotions evoked by atmospherics and attitude toward...