This paper investigates the role of digital signage as experience provider in retail spaces. The findings of a survey-based field experiment demonstrate that digital signage content high on sensory cues evokes affective experience and strengthens customers' experiential processing route. In...

Marketing research efforts across Eastern European countries continue growing since the introduction of market reforms in this region. Nonetheless, questions remain unanswered as to cross-cultural differences in Eastern Europeans' consumer behavior. The present research addresses this knowledge...

The type and level of service offered in the service sector is relatively homogenous, and notoriously difficult to distinguish. Company servicescapes are important differentiators and indicators of quality vis-à-vis image and competence. The paper develops an exploratory and conceptual...

Despite a worldwide growth in the number of boycott campaigns, the results of studies are inconclusive as the motives behind individual participation are still largely ignored. Drawing on a socio-cognitive theory, the theory of planned behavior, this research investigates whether the direct...