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Purpose: The purpose of this paper is to investigate the influence of store atmosphere on consumers' positive emotional responses and impulsive purchase behaviour. In addition, it analyses the moderating role of culture characteristics and situational variables on this influence. Design/methodology/approach: The study carried out a quantitative face-to-face on-site survey of a retail fashion brand in two countries, Brazil and Germany. This paper extended the original model of Jung Chang et al. (2014) based on environment, design and social features (staff) by adding store atmosphere factors such as layout, music and lighting (Mohan et al., 2013), thereby defining store atmosphere as the way customers perceive and experience the combination of all those factors. Findings: Data analysis from 313 consumers by structural equation modelling (PLS–SEM) showed that most factors influence consumers' positive emotional responses, but no significant difference between countries. However, the effect of emotions on impulse purchase behaviour is stronger among collectivist consumers (Brazil) than among individualists (Germany). Originality/value: This study sheds light on the links between store atmosphere and retail market in Brazil and Germany, framing its conclusions in the context of a comparison between cultures. The paper extends the growing research in the area by exploring the moderating role of the individualism–collectivism dimension of national culture in consumer buying behaviour by comparing the strength of various relationships across shoppers from individualistic vs collectivistic cultures. [ABSTRACT FROM AUTHOR]

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Several types of announcements exist, some are of goods, of ideas and, finally, of services. Being more specific, ad emphasizing services is less used than ad with focus in goods. The present article tests six hypotheses in relation to the comparison of the ad contents with focus business-to-business and business-to-consumer. In the same way, it is also verified the existence of different target in the content elaboration. The seven variables were: announcement type, appeal, headline, quality, price, segmentation and electronic address. The data were obtained from 34 business magazines published in Brazil, totaling a sample of 812 ad; which 29% were to services business-to-business and 71% focus business-to-consumer. The results demonstrated the rejection of just one hypothesis, reinforcing the idea certain characteristics that ad business-to-business possesses. Additional comments and study contributions conclude the article. [ABSTRACT FROM AUTHOR]

Purpose: Deepening the knowledge about factors which determine and explain the reasons and intentions of judo practitioner's consumption, investigating how their demands on the sport relate to the perceived benefits, restrictions, value, satisfaction and commitment to judo. Originality/gap/relevance/implications: We tested a theoretical model that specifies the direct and indirect relations between market demand, perceived benefits, restriction and value, as well as the satisfaction and commitment of a judoist with the martial arts in a different country and sport of the original study. Key methodological aspects: We conducted a survey with 328 judoists in Brazilian gyms. We analysed the data with the software PLSmart which uses the Partial Least Square method. Summary of key results: We found that market demands positively affect the perceived benefits and value and the judo members' satisfaction and commitment. We also discovered that the perceived benefits positively affect the perceived value, which positively triggers satisfaction, this way increasing the practitioner's commitment. Key considerations/conclusions: The results found in this study reinforce the relations proposed in Kim's original study showing a certain solidity in the explaining power of the underlying theory. But there are some peculiarities, like different perceived benefits for practicing judo as well as intrapersonal restrictions which discourages getting involved in judo. Finally, this article reinforces Sheth's (2011) affirmation that marketing is modified according to the context in which it is inserted, in this case, in the sport of judo in Brazil. [ABSTRACT FROM AUTHOR]