Afaq, Zahra; Aziz, Shahab; Sindhu, Amir Gulzar; Bashir, … - 2019
The current research aims to outspread the sensory marketing research by (1) examining whether gender incongruent scents evoke nostalgia in the customers and secondly, by exploring if nostalgia can inflict feelings of pleasure and arousal and thus drives a consumer to develop a repurchase...