Gutiérrez-Aragón, Óscar, Fondevila-Gascón, J.-F., García-Vidal, A., Paredes-Verastegui, E., & Berbel-Giménez , G. (2026). Influence of sensory marketing on the purchasing behavior of centennials and millennials in the fast fashion sector. Observatorio (OBS*), 20(2). https://doi.org/10.15847/OBS20262715