This research examined how multi-sensory dimensions like sight, sound, and smell would influence customer attitudes toward quick-service restaurants, restaurant patronage intentions, food purchasing decisions, food consumption satisfaction, restaurant attachment, repurchase intention, and...

The study focused on the intention to adopt and actual use of virtual reality (VR) glasses to determine tourist destinations amongst Generation Y in South Africa. This study considers the direct influence of perceived usefulness, perceived ease of use and perceived credibility on attitudes...

The paper examines the influence of opt-in e-mail marketing on consumer behaviour. The study attempts to extend the Stimuli-Organism-Response (S-O-R) theory that has been broadly explored in consumer research. Following a critical review of the literature organisation approach, a hypothetical...

In Southern Africa, employees play a critical role in the growth of small and medium enterprises (SMEs). As a result, SMEs' effectiveness depends on the presence of virtuous workplace spirituality and procedural justice, which affects work locus of control, employee job satisfaction, and...

This research aimed to assess the impact of green packaging and green advertising on competitive advantage and business performance of manufacturing Small and Medium-sized Enterprises (SMEs). A research conceptual model was produced to determine the relationships from that model. A quantitative...

This study determined the influence of perceived ease of use, perceived enjoyment, trustworthiness, knowledge and competence as potential determinants of consumer-generated-content usage for apparel shopping in a sample of young adult consumers. The data was obtained from 455 young adult social...

This article investigated how entrepreneurial self-identity and self-efficacy interact to affect the entrepreneurial goal intentions of a sample of female and male college students in Zimbabwe. Researchers are urged to examine these factors' combined influence, given that earlier studies looked...

The concept of intentionality is widely recognised for its contribution to understanding pre-planned human behaviour, hence the need to fathom its underlying determinants as a precursor to any attempts to predict or influence future human activity. The purpose of this study was to assess the...

Despite the commonly held view that entrepreneurship education and training nurtures future entrepreneurs, little is known about the mechanism through which this intervention impacts on its intended outcomes. The purpose of this study was to test if selected psychological traits (need for...

Background: Consumer decision-making is shifting from the rational to the emotional, and as a result, retailers are investing in unique store atmospheric cues to capture the attention of consumers. Although not a completely new phenomenon, a lack of studies on this topic remains in Africa, an...