turunduse kasutamine jaemüügis meelelahutuse ja ostlejatele meeldejääva kogemuse loomisel kaasahaaravate tegevuste, helide, liikumise või eriseadete kaudu
using retail marketing as entertainment and generating a memorable experience for in-store shoppers through engaging activities, sounds, motion, or special settings that create a mood that motivates buying
In contrast, we investigated the effect of ‘consumer-engaged’ “retail-tainment” (i.e., activity-based “retail-tainment”) on consumer’s store perceptions(e.g., perceived store value, store innovativeness, store entertainment, store distinctiveness) andstore loyalty (e.g., store visit, purchase, word-of-mouth intentions).
