Evaluation of the role of sales promotion in influencing impluse buying behaviour: a comparison between international and local tourist at premium outlet in Malaysia

• Main Authors: Syed Omar, Sharifah Faridah, Abdul Aziz, Yuhanis, Raja Yusof, Raja Nerina, Ng, Siew Imm
• Format: Article
• Published: Global Academic Excellence 2019
• Online Access: http://psasir.upm.edu.my/id/eprint/79775/; http://www.jthem.com/archived.asm?dataid=181&iDisplayStart=0&aaSorting=&isSearchDetail=1&dataidExtend=1459&iDisplayStartExtend=0&aaSortingExtend=&isSearchDetailExtend=1

The growing number of premium outlets in Malaysia has led to a new shopping experience to both local and international tourists. Associated with the concept of ‘everyday discount’, premium outlets would attract more consumers to purchase at the outlets. Previous studies have revealed the significant...