Spheres of resonance: How consumers contribute to atmosphere’s dynamics and plurality
Published online on March 28, 2025
Abstract
Marketing Theory, Ahead of Print.
Consumer experiences often build on resonant atmospheres that touch, seduce, or thrill consumers. Lack of resonance can diminish an atmosphere, alienate consumers, and render experiences meaningless. However, the way in which consumers contribute to ...
Consumer experiences often build on resonant atmospheres that touch, seduce, or thrill consumers. Lack of resonance can diminish an atmosphere, alienate consumers, and render experiences meaningless. However, the way in which consumers contribute to ...