Purpose: The purpose of this study is to examine the role of scent congruence with the brand image in the formation of consumers’ reactions to the atmosphere of a place. Design/methodology/approach: Using a factorial design (i.e. scent congruent with the brand image, scent not congruent and...

Purpose – The role of nostalgia in consumers’ lives and its application in the design of marketing strategies has been highlighted in prior research. However, the role of nostalgia as well as the consumers’ nostalgic inclination in the development of new products has not been investigated...

Purpose This study contributes to greater understanding of the senior market and the cultural differences regarding aging in Western and Asian cultures. The review of the literature highlights the cultural differences toward the concept of aging in Asian and Western countries and describes a...

Purpose: The purpose of this paper is to identify which loyalty programme (LP) benefits are most likely to create consumer gratitude and increase loyalty towards the brand for consumer goods and services loyalty schemes. Design/methodology/approach: French-speaking Quebecer (Canada) members of...