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In a consumer-driven world, captivating experiences are increasingly vital and retailers prioritise them for consumers. This study aims to develop a comprehensive theoretical framework that explores the impact of a consumer's multi-sensory and atmospheric experiences on their intention and commitment to a mall, with perceived value acting as a mediating factor.

The study employed a descriptive quantitative research approach and utilised a self-administered mall-intercept survey. A total of 380 shoppers participated in and responded to the survey administered at the mall. The collected responses are analysed using partial least squares structural equation modelling (PLS-SEM).

Study findings show that experiences significantly influence consumers' intentions to patronise shopping malls, leading to their commitment. The study reveals a strong impact of atmospheric experience on multi-sensory experiences. Furthermore, perceived value mediates the relationship between consumers' experiences and their mall patronage intention.

The research sheds light on the significance of atmospheric elements in creating sensory experiences for consumers. Additionally, the study introduces the concept of “props” as essential components of the atmospheric experiences in retail stores and malls. Furthermore, the study advances inference theory by exploring the effects of these sensory and atmospheric experiences within the shopping mall environment.

This paper studied the effects of music plus fragrance or music alone on consumer purchase behaviour, footfalls and repeat visits to retail stores in the context of the mall.

A primary research was conducted through a structured questionnaire. A field study was conducted in two malls that attract the maximum crowd. The data from 250 respondents were analysed in total.

As per the present study, the combination of playing music with fragrance is more effective compared to playing music or fragrance alone on shopping behaviour, footfalls and repeat visits in retail stores in emerging markets like India.

The study is more confined to a comparative study of the effectiveness of music with or without fragrance on consumer purchase behaviour and footfalls in retail stores located in malls. In view of research design, this could be a limitation of the study as types of music and other ambiance factors are not considered. The present study can be extended to religion as the religiosity of respondents may give a different response. The urban respondents may vary when compared to rural consumers. Therefore, the study can be extended by adding the rural or A-city mall or smaller malls in big cities. Research can be extended in the coronavirus disease 2019 (COVID-19) era to see if there is a change in consumer behaviour. It can also be extended to consumer's preference for different music and different fragrances.

This paper provides marketing managers and retail owners with valuable insights on the importance of using music with fragrance in retail stores to create unique consumer experiences in emerging markets that are different from developed countries. Managers should try to create both music, and fragrance in the store to improve purchase intention, and stay longer. To ensure that the planned music and fragrance approach creates the ambiance for consumers, marketing managers are advised to conduct market research. Special care should be taken for younger visitors to the store by creating the right ambiance. The present research will help many offline retailers' managers to strive for new competitive advantages through creating favourable shopping environments by understanding cultural differences.

The research gives direction to use music with a fragrance in the retail ambiance in the malls which will lead to improved consumer purchase, more footfalls, repeat visits and staying longer in emerging markets like India, which is a destination for global brands. Integration of three models of impulse buying (Rook and Fisher, 1995), individualism and collectivism (Triandis, 1995) and stimulus–organism–response (S–O–R) model of Mehrabian and Russell (1974) is used to explain the complex behaviour of consumers towards more purchases and repeat visits. The study will shed light on the quandary that retailers in the organised sector face in emerging markets such as India regarding the use of music and fragrance, as well as the impact on purchase behaviour, footfalls and repeat visits.

This study aims to identify the irritating aspects in the mall environment that impact shoppers with disability and explore the opportunities to design inclusive mall environments.

A mixed-methods design was used in which data collected using a survey (n = 1,434 shoppers with and without disability) were analyzed by structural equation modeling (SEM) and repeated-measures two-way ANOVA. In addition, qualitative data were obtained from critical incident technique (CIT) stories (n = 521) from shoppers with and without disability.

Mall environmental irritants evoke feelings of irritation that mediate the impacts of “inconvenient ambient conditions,” “the annoying socialscape” and “overwhelming design and atmospherics” on decreased mall-visit frequency. Compared with shoppers without disability, shoppers with disability suffer more from these irritating aspects of the mall environment, as evidenced by significantly greater high-activation unpleasant emotions. The “poor access and accessibility” category of irritants mainly affects the mall experiences of shoppers with disability.

Based on the findings, this study offers spatial-, temporal-, social-, material- and virtual-oriented recommendations for the design of inclusive retail spaces. The authors suggest that people with disability have a unique “lived experience” perspective on retail environments and that solutions should be co-created based on ongoing consultations with shoppers and employees with disability.

To the best of the authors’ knowledge, this study offers the first systematic, comprehensive comparison of the impact of environmental irritants on shoppers with and without disability and extends the literature on irritating aspects of retail environments from individual stores to malls.

The purpose of this study is to test the relationship between mall relevance dimensions [(functional relevance (FNR), symbolic relevance (SYR), social relevance (SOR) and environmental relevance (ENR)] and shoppers' well-being (SWB), which in turn influences mall loyalty (ML). In addition, this study aims to investigate the moderating effect of social media celebrities (SMCs) on the association between SWB and ML.

A mall intercept survey was used to collect responses from mall shoppers. The authors received 426 valid responses from mall shoppers in Pakistan's three metropolitan cities (i.e. Karachi, Lahore and Islamabad). To test the hypotheses, partial least squares structural equation modelling (PLS-SEM) was used.

Findings reveal that FNR, SYR, ENR and SOR significantly and positively influence SWB. Similarly, SWB significantly affects ML. Moreover, SMCs moderate the positive relationship between SWB and ML.

This study is one of the pioneer studies examining mall relevance dimensions on SWB. In addition, this study contributes to the retailing literature by testing the moderation effect of SMCs on the relationship between SWB and ML. Likewise, this study provides insights for mall administration to focus on mall relevance in terms of FNR, SYR, ENR and SOR to enhance the current and prospects' SWB. Next, SMCs play a key role in enhancing SWB and ML.

Different information sharing mechanisms and online platform information sharing to different charging models are compared and analyzed.

This paper uses the Stackelberg game model to study the demand information sharing and pricing decisions.

The results show that: (1) the retailer's pricing strategy is the highest when both of them obtain information, while the manufacturer's pricing strategy is affected by the related attributes of different products, such as the sensitivity of consumers to product prices; (2) in the online platform sales model, the demand information data sharing owned by the online platform can bring more expected profits to the whole supply chain and the members of the supply chain, and the higher the accuracy of the information, the higher the expected profit; (3) when the cost of obtaining demand information is zero, that is, the online platform shares the information data about market demand free of charge, the retailer and manufacturer tend to obtain information; (4) for the online platform, charging a certain fee can achieve higher expected profits than free sharing.

Based on the single platform online sales model, this paper uses the Stackelberg game model to study the demand information sharing and pricing decision of a manufacturer and a retailer selling products through the same online platform.

The purpose of this paper is to test a journey mapping approach as a first step to systematically prepare organizations for the many critical moments in B2B relationships.

By applying a case study of a shopping mall operator, experts on both sides of the B2B relationship (operator (n = 12) and retailer (n = 14)) were interviewed to develop and test the effectiveness of customer journey mapping. The information from these interviews was used to formulate several practical recommendations.

Using the journey mapping to differentiate, change from a touchpoint to a journey orientation, and shift towards cross-functional methods, all help develop a customer journey perspective and frame a culture that supports organizational development.

The discussion of the various benefits of journey mapping can improve organizational learning and provides practitioners with insights into effectively differentiating through a customer-centric orientation.

Grounded on brand equity theory and theory of patronage behavior, this study aims to investigate the moderating effect of consumer involvement and shopping situations in the relationship between consumer-based retailer equity (CBRE) and retail patronage behavior.

The data is collected through a self-administered survey of 338 shoppers in the three biggest shopping centers in Pakistan. Moreover, the data is analyzed through multi-nominal (multiple) regression and interactions analysis.

Results revealed a significant effect of CBRE on patronage behavior and confirmed shopping purpose as a boundary condition in the CBRE-retail patronage behavior relationship. However, the study surprisingly reported that this relationship is not moderated by consumers’ involvement.

Considering our focus on CBRE-based retail patronage behavior, the authors contribute to extant marketing/retailing literature that also yields ample openings for further research. The study offers valuable implications for retailers, especially for evaluating consumers’ behaviors.

This study assists retail-brand managers in best comprehending the CBRE-based patronage behavior paves the way for managers to increase retail patronage behavior.

Regardless of the growing comprehension of consumer-based brand equity and patronage behavior in marketing, more needs to be acknowledged about the relationship between CBRE/retail patronage behavior and related variables, as thus examined in this research.

Basado en la teoría del valor de marca y la teoría del comportamiento de patrocinio, este estudio investiga el efecto moderador de la implicación del consumidor y las situaciones de compra en la relación entre el valor del minorista basado en el consumidor (CBRE) y el comportamiento de patrocinio minorista.

Los datos se recogen mediante una encuesta autoadministrada a 338 compradores en los tres mayores centros comerciales de Pakistán. Además, los datos se analizan mediante regresión multinominal (múltiple) y análisis de interacciones.

Los resultados revelaron un efecto significativo del CBRE en el comportamiento de patrocinio y confirmaron el propósito de compra como una condición límite en la relación CBRE-comportamiento de patrocinio minorista. Sin embargo, el estudio informó sorprendentemente de que esta relación no está moderada por la implicación de los consumidores.

Teniendo en cuenta que nos centramos en el comportamiento de patrocinio minorista basado en el CBRE, contribuimos a la literatura existente sobre marketing/minoristas que también ofrece amplias posibilidades para futuras investigaciones. El estudio ofrece valiosas implicaciones para los minoristas, especialmente para evaluar los comportamientos de los consumidores.

El presente estudio ayuda a los gestores de marcas minoristas a comprender mejor el comportamiento de patrocinio basado en la CBRE y allana el camino para que los gestores aumenten el comportamiento de patrocinio minorista.

A pesar de la creciente comprensión de la equidad de marca basada en el consumidor y el comportamiento de patrocinio en marketing, es necesario reconocer más sobre la relación entre el comportamiento de patrocinio basado en la CBRE y las variables relacionadas, como se examinó en esta investigación.

本研究以品牌资产理论和顾客行为理论为基础, 探讨了消费者参与和购物情境在基于消费者的零售商资产（CBRE）与零售顾客行为之间关系中的调节作用。

数据是通过对巴基斯坦三大购物中心的 338 名购物者进行自填式调查收集的。此外, 还通过多项式（多元）回归和交互分析对数据进行了分析。

结果表明, CBRE 对顾客光顾行为有显著影响, 并证实购物目的是 CBRE 与零售顾客光顾行为关系的边界条件。然而, 令人惊讶的是, 研究报告称这种关系并没有受到消费者参与度的调节。

考虑到我们对基于 CBRE 的零售顾客行为的关注, 我们为现有的市场营销/零售文献做出了贡献, 同时也为进一步研究提供了广阔的空间。本研究为零售商提供了宝贵的启示, 尤其是在评估消费者行为方面。

本研究有助于零售品牌管理者更好地理解基于 CBRE 的顾客行为, 为管理者提高零售顾客行为铺平了道路。

尽管市场营销中对基于消费者的品牌资产和顾客行为的理解不断加深, 但仍需进一步认识 CBRE/零售顾客行为与相关变量之间的关系, 正如本研究中所探讨的那样。

The aim of this Real Estate Insight is to comment upon the impact of Covid on the shopping centre sector in the United States of America (USA) and lessons the USA can learn from Latin American shopping centres to survive and thrive.

This Real Estate Insight will comment upon the real estate shopping centre sector. The nature of the “Insights” briefings mean that this is a personal view of the author based on her visit to over 70 shopping centres in Latin America, specifically Brazil, Peru, Chile, Argentina and Paraguay during her 2022 sabbatical.

This paper looks at shopping centre industry in a transitional post-Covid 19 marketplace and concludes that the shopping centres in Latin American have taken many steps to integrate themselves into the fabric of the community.

The lessons learnt by owners of shopping centres in Latin America may help other investors with their management strategies in other centres globally.

Shopping is all about behaviour and social interaction. Vibrant centres encourage the community to use the centre as a focal point.

The value is to suggest strategies to help the shopping centre sector adapt, re-engineer change and thrive through challenging times.

This study aims to examine how the effect of pop-ups on an omnichannel brand’s subsequent online sales is moderated by the brand’s online price and premium promotions, paid search and popularity signaling.

Using a difference-in-differences approach, this study appraises variations in two similar Chinese apparel brands’ online sales before and after one of the brands’ implementations of its pop-ups and how the brand’s online promotions modify the pop-ups’ effect.

Unique, interactive pop-ups boost brands’ subsequent online sales. Online price promotions negatively moderate the effect; online premium promotions and paid search positively moderate it. Moreover, the product’s popularity diminishes the extent to which a pop-up stimulates online demand. These findings can be partially generalized to other categories, such as utilitarian products.

Only certain online strategies enhance the effect of pop-ups on brands’ online sales, so practitioners should strategically select appropriate promotion combinations when they operate pop-ups and allocate resources across channels. In addition, the moderating influence of online promotions on pop-ups depends on the type of product being promoted.

Pop-ups offer proven abilities to deliver sensory experiences to online shoppers, reinforce brand awareness and loyalty and boost online sales. This study extends prior research by examining how various online promotions moderate pop-ups’ effects.

The best possible way for brick-and-mortar retailers to maximise engagement with personalised shoppers is capitalising on intelligent insights. The retailer operates differently with diversified items and services, but influencing retail atmospheric on personalised shoppers, the perception remains the same across industries. Retail atmospherics stimuli such as design, smell and others create behavioural modifications. The purpose of this study is to explore the atmospheric effects on brick-and-mortar store performance and personalised shopper's behaviour using cognitive computing based in-store analytics in the context of emerging market.

The data are collected from 35 shoppers of a brick-and-mortar retailer through questionnaire survey and analysed using quantitative method.

The result of the analysis reveals month-on-month growth in footfall count (46%), conversation rate (21%), units per transaction (27%), average order value (23%), dwell time (11%), purchase intention (29%), emotional experience (40%) and a month-on-month decline in remorse (20%). The retailers need to focus on three control gates of shopper behaviour: entry, browsing and exit. Attention should be paid to the cognitive computing solution to judge the influence of retail atmospherics on store performance and behaviour of personalised shoppers. Retail atmospherics create the right experience for individual shoppers and forceful use of it has an adverse impact.

The paper focuses on strategic decisions of retailers, the tactical value of personalised shoppers and empirically identifies the retail atmospherics effect on brick-and-mortar store performance and personalised shopper behaviour.