...Woo Bin Kim; Jaleesa Reed; So-Yeon Yoon Purpose As retail environments rapidly evolve, the integration of physical and digital channels – known as phygital retail – has become central to contemporary consumer experience. This study examines how environmental phygitality (low vs. high) influences...

... benefits, with status symbols and hedonistic values invigorating the consumer experience (Hennigs et al., 2012). High-end consumers value exclusive treatment, socially accepted elements, tailored experiences and practical functionality – for example uniqueness and quality – (Stathopoulou...

... Omnichannel Consumer experience Perceived risk Perceived benefit ADO Consumers are switching between companies' sales and communication channels, engaging with both digital and physical environments, adopting new channels and abandoning others (Lehrer and Trenz, 2022). Customer demand for multiple...

... meaningful, experience must be co‐created between the company and its customers. Italy Shops Consumer behaviour Marketing strategy Temporary shops Consumer experience Experiential marketing Value co‐creation Experience co‐creation In store experience Recently, there has been increased...