Arousal among young consumers plays a key role in buying decisions. One of the challenges for success in retailing is to enhance the in-store ambience to influence the young consumers for prolonged stay in the store for shopping and explore the zone of experience of new products. This paper...

Consumer needs change over time as a result of the fast-paced advancement in technology and the induction of the Internet, expansion that leads to a difficulty for brands to adapt their marketing promotion strategy and trying to remain innovative and effective at meeting their consumers’...

The purpose of the study was to investigate and analyze the relationships among four research variables: participation motivation, event attachment, sponsor's brand image and participants' behavioral intention. This study used on-site convenience sampling. Survey questionnaires were administered...

This paper proposes a novel conceptual framework to address the lack of sustainable consumption behaviors during live hedonic event experiences, such as music concerts or football games. The framework's rationale is founded on principles from the theory of planned behavior, theory of cognitive...