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    Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/123325

    Title: Exploring the drivers of pink-seeking intentions among women consumers
    Authors: Wu, Hung-Che;Ai, Chi-Han;Xu, Haonan
    Keywords: Pink atmosphere;pink promotion;positive emotions;pink experiential relationship quality;pink-seeking intentions
    Date: 2023-02-26
    Issue Date: 2023-04-28 17:41:30 (UTC+8)
    Publisher: Taylor & Francis
    Abstract: This study aims to examine the relationships between pink atmosphere, pink promotion, positive emotions, pink experiential equity, pink experiential relationship quality and pink-seeking intentions. The findings are based on structural equation modeling of a convenience sample of 495 women consumers who have purchased L’Oréal Paris beauty products at three stores in Shanghai. The results contribute to the pink marketing theory by providing additional insights into pink atmosphere, pink promotion, warm glow, sense of belonging, pink experiential equity, pink experiential satisfaction, pink experiential trust, pink experiential loyalty and pink-seeking intentions. These findings are discussed based on both academic and practitioner implications.
    Relation: Journal of Marketing Communications 29(2)
    DOI: 10.1080/13527266.2023.2183427
    Appears in Collections:[Department of International Tourism Management] Journal Article

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