通过品牌体验、认知愉悦和购物享受提高消费者满意度和零售惠顾: 生活方式和以产品为中心的展示之间的比较

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

Ahmad Saquib Sina, Hye Young Kim

Research output: Contribution to journalArticle

1 Scopus citations

Abstract

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.

Translated title of the contributionEnhancing consumer satisfaction and retail patronage through brand experience, cognitive pleasure, and shopping enjoyment: A comparison between lifestyle and product-centric displays
Original languageChinese
Pages (from-to)129-144
Number of pages16
JournalJournal of Global Fashion Marketing
Volume10
Issue number2
DOIs
StatePublished - Apr 3 2019

Keywords

  • Lifestyle display
  • brand experience
  • experiential marketing
  • product-centric display
  • retail

Fingerprint Dive into the research topics of 'Enhancing consumer satisfaction and retail patronage through brand experience, cognitive pleasure, and shopping enjoyment: A comparison between lifestyle and product-centric displays'. Together they form a unique fingerprint.

  • Cite this