Sensory marketing is an up-coming tool that integrates the five human senses for generating a total experience that the customer keeps in mind. The main objective of the study is to identify the impact of sensory marketing on consumers to generate brand loyalty. The second objective of this...

Ajzen’s theory of planned behavior (TPB) suggests that planned behavior is determined by behavioral intention. Despite extensive literature based on TPB, household mental budgeting behavior explained by TPB is underexplored. The current study empirically tested TPB factors in light of mental...