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.
