Purpose: The purpose of this research was to identify the drivers of customer loyalty in the context of green marketing. In particular, the extended theory of reasoned action model specified here added crucial constructs in consumer behavior, namely, consumers’ trust and beliefs about...

Purpose: This services marketing research provides a theoretical framework for experiential and relationship marketing and extends the theory of transcendent customer experience (TCE). Specifically, this paper aims to identify how the drivers (emotional intelligence [EI]), outcomes (customer...

Purpose: The purpose of this study is to examine the role of scent congruence with the brand image in the formation of consumers’ reactions to the atmosphere of a place. Design/methodology/approach: Using a factorial design (i.e. scent congruent with the brand image, scent not congruent and...