Abstract
Retailers make long-term investments in store atmospherics to increase the attractiveness of their shops. The shopping experience is seen as an important part of the retail strategy and essential for competitive advantage (Baker, Levy & Grewal 1992; Iyer & Kuksov 2012). The physical environment is especially important for the sector of services where the product is consumed in the environment, for instance in restaurants (Bitner 1992).
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© 2018 Springer Fachmedien Wiesbaden GmbH
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Cowen-Elstner, C. (2018). Empirical Study 1. In: Impacting the Sensory Experience of Products. Forschungs-/Entwicklungs-/Innovations-Management. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-21206-3_3
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DOI: https://doi.org/10.1007/978-3-658-21206-3_3
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Publisher Name: Springer Gabler, Wiesbaden
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Online ISBN: 978-3-658-21206-3
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