دانلود رایگان مقاله لاتین پیوند فروشگاه برند پاپ آپ از سایت الزویر
عنوان فارسی مقاله:
پیوند فروشگاه های برند پاپ آپ برای تجارب برند و دهان به دهان: مورد مطالعه خرده فروشی لوکس
عنوان انگلیسی مقاله:
Linking pop-up brand stores to brand experience and word of mouth: The case of luxury retail
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
6. Method
6.1. Research design Two pop-up brand stores of a luxury car brand serve as the research context for the empirical part of the study. Alongside apparel and jewelry, cars constitute a typical good of luxury consumption (Hwang, Ko, & Megehee, 2014), and thus present a suitable context for studies in luxury retail. The study uses data collected at two identical pop-up brand stores operating in two metropolitan cities (one in the US, another in the UK) over a three-week period in 2014. The pop-up brand stores were designed to stimulate the visitors' interaction with the brand via a unique design including different areas that provided visitors with the opportunity to interact with the brand, for example via media stations. No cars were sold and no sales conversations were conducted in the pop-up brand stores. 6.2. Survey instrument As Donovan and Rossiter (1982) suggest, the survey data were collected using a self-administrated questionnaire. The questionnaire was administered directly in the stores when the visitors were about to exit. To minimize systematic method bias, the questionnaire includes a reversed item, which helps to identify acquiescent responses (Weijters & Baumgartner, 2012). All constructs are measured based on established scales from previous studies in the retailing context, either using seven-point semantic differentials or seven-point Likert scales (ranging from “1-strongly disagree” to “7-strongly agree”). Hedonic shopping value is assessed using three semantic differentials (not funfun, dull-exciting, not thrilling-thrilling) as in Rayburn and Voss (2013). Store uniqueness is assessed with a single item, asking the respondent to rate the uniqueness of the pop-up brand store (Ray & Chiagouris, 2009). For store atmosphere, two semantic differentials (unattractive-attractive, unpleasant-pleasant) adopted from Fisher's (1974) environmental quality scale are used. To measure brand experience, the survey includes the affective dimension of the brand experience scale as developed by Brakus et al. (2009). WOM intentions about the brand are measured based on three items as in Maxham and Netemeyer (2002). A single item measures brand familiarity (not at all familiar-very familiar), in line with Milberg, Sinn, and Goodstein (2010).
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کلمات کلیدی:
brand experience » Retail Design Blog retaildesignblog.net/tag/brand-experience/ To give the optimal brand experience the service counter has not been given a central place in the store. On entering, the first thing noticed, after the DHL ... A Brand Experience All About 'Being' Not 'Buying' | HuffPost www.huffingtonpost.com/jon-bird/a-brand-experience-all-ab_b_9307150.html Feb 25, 2016 - (And in fact Samsung occupies the entire building - above the store is their North ... You can clearly see echoes of other great brand experience ... Brand Experience - Zebra Technologies https://www.zebra.com/gb/en/solutions/retail...store/one-store-brand-experience.html A better brand experience. Explore how retail technology can transform operations and in-store customer experience. Read e-book ... The Store of the Future Must Build Brand Experiences | DigitalNext ... adage.com/article/digitalnext/store-future-build-brand-experiences/297750/ Mar 25, 2015 - Online stores such as Warby Parker and Kit & Ace are creating immersive brand experiences in the real world. The store of the future must be ... 10 Top Luxury Brand Experiences - Luxury Society luxurysociety.com/articles/2015/06/10-top-luxury-brand-experiences Jun 19, 2015 - ... and immersive brand experiences above all else, so luxury brands must ... global department stores, but will result in maximum brand reach. [PDF]Success Story Retail Brand Experience - 3M https://multimedia.3m.com/.../success-story-brand-experience.pdf?...Brand%20Experi... Leading Fashion Specialty Chain Selects 3M Multi-Touch. Displays for In-Store Interactive Brand Experience. The Application. Retailers are constantly looking ... How to create a retail brand experience with customer service www.whiteriverdesign.com/how-to-create-a-retail-brand-experience/ Feb 27, 2017 - Retail brand experience involves creating a memory that lasts. ... Whether it's in store, on their mobile, tablet or social, consumers want an ...
