A common complaint about shopping malls is the “sameness” of them. Despite this, shopping mall groups are increasingly using group branding as the basis for promotional activities, emphasising the security for the customer of knowing that they will receive the same level of mix, no matter...

Purpose – The purpose of this paper is to examine the role of atmospherics in the creation of an hedonic retail experience by comparing the perceived differences between a retail environment attempting to provide an hedonic experience and one with a more utilitarian focus....