Exploring the drivers of pink-seeking intentions among women consumers

ABSTRACT

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.

KEYWORDS:

• Pink atmosphere
• pink promotion
• positive emotions
• pink experiential relationship quality
• pink-seeking intentions

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Hung-Che Wu

Hung-Che Wu is an Independent Researcher. His research interests focus on experiential marketing, green marketing, hospitality management, service quality, customer satisfaction and consumer behavior.

Chi-Han Ai

Chi-Han Ai is an Assistant Professor at Department of International Tourism Management in Tamkang University. Her research interests involve tourism management, regional economic and industrial economics development in China. She is the corresponding author and can be contacted at: [email protected]

Haonan Xu

Haonan Xu is a consultant in Consulting Department of Consulting Department of the Guangzhou JOY-YOUTH Science & Technology Co., Ltd. His research interests include consumer marketing, brand management, service quality, customer loyalty and consumer behavior.