Purpose – There has been an increased interest in marketing literature in understanding the role of sensory experience. However, few researchers have addressed multisensory interaction of visual and tactile evaluation for products salient in single sensory modality. The purpose of this paper...

Purpose: This study aims to examine the potential guest perception of green hotel attributes (GHAs) and the underlying mechanism through which GHA perception influences attitude toward green hotels, intention to stay at green hotels and willingness to pay a premium. It also investigates the...

Purpose: This paper aims to examine the effects of purchase environment, product type and need for touch (NFT) on cognitive response, affective response and overall product evaluation in the USA and India. Design/methodology/approach: Two experiments were conducted in two different consumer...

Purpose Using the basic framework of the service profit chain, this study aims to develop an integrated model that explains the relationships among role overload (RO), customer orientation (CO), service interaction quality (IQ), customer satisfaction (CS) and sales performance....

This research investigates the influence of individual personality on perception of brand personality when information is processed from advertisement. An experiment was designed to investigate the role of individual personality and personal relevance in moderating the relationship between...

Purpose – Consumer behavior comprises acquisition, consumption and disposition behaviors. Businesses have generally been most concerned about producing and distributing goods and have thus focused on consumer acquisition and consumption behaviors. But as companies increasingly emphasize...