Mulsemedia—multiple sensorial media—makes possible the inclusion of layered sensory
stimulation and interaction through multiple sensory channels. The recent upsurge in …

This paper explores the future of the physical store within omnichannel retail and
specifically, the prerequisites of the designed retail environment in optimizing customer …

Purpose Utilizing the stimulus-organism-response model, the purpose of this paper is to
examine the effects of augmented reality (AR)(specifically augmentation) on consumers' …

Purpose Consumers are increasingly embracing innovative technologies for enhanced
experiences. This study delves into the banking consumer brand experience through the …

Visual merchandising encourages customers to enter the store by making it appealing to
them and influencing their perception of it. It is the art of putting together effective display …

The digital and technological transformation, whose effects have profoundly influenced the
last two decades, and which has recently undergone a sudden acceleration, changed how …

Purpose Atmospherics is undoubtedly a multi-sensory concept, despite mostly being studied
on a sense-by-sense basis by architects, sensory marketers and urban designers alike. That …

From an international business risk management perspective, the widespread and
catastrophic implications of the COVID-19 pandemic on the performance of Zara (Parent …

This research aims to explore the impact of augmented reality (AR), the digital technology
that superimposes virtual elements in a real environment, on consumers in the context of …

The changing relationship between producers and consumers, the growth of service
industries, and the opportunities for shopping as a leisure activity have significantly …