...Aniket Sengupta; Lanlan Cao Purpose This study investigates the role of an augmented reality (AR)-based tool in customers' shopping processes. Design/methodology/approach Using the stimulus-organism-response (SOR) and consumer decision-making models, this study builds a comprehensive...

.... In this study, gender difference is proposed as a moderator to completely understand the role of mental imagery in the in-store decision-making process. Using a market research agency in South Korea, an online survey was employed to collect data. A total of 455 useable respondents (men = 224 and women...

... collaboration. The decision to use existing brands for the fictitious combinations developed more sensible scenarios for respondents. In addition, rather than discrete questions, attribute-based combinations provide a more realistic depiction of consumers' decision making on luxury co-branding. Finally...

... positions consumers’ reliance on heuristics to guide sustainable preferences, due to the lack of information and this implies that sustainable concepts are increasingly incorporated into everyday behaviours. Decision-making Sustainability Retailing Fashion consumption Marketing activities...