...Chung-Kuang Hou Purpose This study examines how the overall experience provided by mobile shopping apps influences impulse buying behavior in the context of fast fashion retailers. Specifically, it explores the impact of experiential marketing on consumer behavior, focusing on impulse buying...

... for consumers. Furthermore, relational experiences in cafés could create positive revisit intention in consumers. Originality/value This is the first study to compare consumers' perceptions by categorizing extended brand spaces and assessing experiential marketing for authorized shopping channels. Yuri...

... and texture create mood, that is, affect, an “[e]motion or subjectively experienced feeling, such as happiness, sadness, fear, or anger” (Colman, 2015 , n.p.). Experiential marketing Advertising Theoretical framework Luxury fashion Visual communication Visual discourse Fuelled by ubiquitous...