Browsing Commerce and Management by Subject "Customer Purchasing Intention, Experiential Value, Franchised Fast Food Industry, Senses, Sensory Marketing."

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The Impact of Sensory Marketing on Customer Purchasing Intention: Examining the Mediating Effect of Experiential Value with Special Reference to Franchised Fast Food Industry in Sri Lanka

Samarasiriwardena, S. Y.; Wanninayake, W. M. C. B. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

This study addresses a critical gap in the existing literature by focusing on the franchised fast-food industry in Sri Lanka. As the industry undergoes rapid expansion through the franchising model, understanding the ...

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