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Shopper Fantasies, Feelings, and Enjoyable”, Journal of Shopper Analysis, Vol. Clothing will probably be extra concerned with new product experiences as pushed by hedonic consumption motivations (Holbrook 1980). Babin and Attaway (2000) eight urged that the physical environment in retail enterprise could cause a positive or unfavorable effect on customers’ choices. The hedonic shopping motivation positively contributes to the shopper loyalty.
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