Enhancing consumer satisfaction and retail patronage through brand experience, cognitive pleasure, and shopping enjoyment: A comparison between lifestyle and product-centric displays

Despite the importance of retail atmospherics documented in the literature, little empirical research has been done on the issue of what specific aspects of retail atmospherics can enhance experiential marketing. As an attempt to address this research void, the primary purpose of this study is to compare the effect of product display (lifestyle vs. product-centric) on consumer satisfaction and retail patronage intentions. In so doing, this study examines the mediating role of hedonic shopping experiences operationalized through three separate sub-dimensions (i.e. brand experience, shopping enjoyment, and cognitive pleasure) while controlling a brand effect (i.e. testing two types of product display in a single brand context). The results showed that the lifestyle display creates higher brand experience, shopping enjoyment, cognitive pleasure, satisfaction, time spent, and patronage intentions compared to the product-centric display. This study provides empirical evidence supporting the importance of experiential marketing. The implications of fashion retailing are discussed, as well as limitations and areas for future research.