الفهرس 
INTRODUCTIONOnly 14 pages are availabe for public view
 |  | from | 202 |  |  |
| | | from | 202 | | |
Abstract
This study aimed to investigate the effect of Integrated Marketing Communications Components and Store Environment on impulsive buying through shopper feelings.
A model was developed to test the relationship between the study variables and the effect. A quantitative method with deductive approach was chosen in this research. In order to collect primary data, a questionnaire was designed and data has been collected from supermarket ’shoppers in two countries (Italy and Egypt). In order to test the research hypotheses, Structural Equation Modeling (SEM) by Partial Least Square (warp PLS 5.0) was applied in this research to process the primary data, and measure the direct and indirect relationships between more than two variables. Hence, data were gathered by using a questionnaire from 529 supermarket’s shoppers from Cairo and Mansoura cities in Egypt, and from Italy in Naples 379 (91.16 %; 72.7 % response rate).
The findings showed the study variables positively related with each other. Also, it was shown that store environment had a direct and indirect effect on impulsive buying through mediating the role of shopper feelings according to both of Egyptian and Italian data, while some of Integrated Marketing Communications Components had a direct and indirect effect on impulsive buying. Lastly in both Italian and Egyptian shopper, It has been proven that there is a positive influence of their feelings on impulsive buying.