Over the past decades, researchers devoted considerable attention to the impact of store environments on shopping behavior (e.g. Baker et al., 2002; Kotler, 1973; Turley & Milliman, 2000). More recent, practitioners and academics alike have argued that a greater challenge for brands is the creation and enhancement of compelling shopping experiences along, and beyond, the entire path-to-purchase (Interbrand, 2014; Shankar et al., 2011). In a luxury brand context, where the shopping experience is a significant motivator for purchases (Yoon, 2013), the interaction of multiple retail environments greatly affect consumer behavior towards the brands. Accordingly, brand experiences is created at both ends of the marketing supply chain, by brand manufacturers and retailers. Yet, although research has developed fruitful areas for new perspectives on the relationships between manufacturers and retailers (Ganesan et al., 2009), the vast majority of existing research predominantly focuses on consumer response to brand experiences with respect to manufacturer cues (Dolbec & Chebat, 2013; Tynan et al., 2010), store cues (Baker et al., 2002), or retail settings (Möller & Herm, 2013). The evolving business world needs to implement more comprehensive and holistic approaches (Choi et al., 2014), where integrated strategies must emerge. The objective of this study is to present an explanation of luxury brand experiences across manufacturer and retailer’s settings. By overviewing the literature on the interaction between brand management, store atmospherics, and consumer behavior, and applying qualitative methods, the authors provide relevant insights for academics and practitioners toward a more comprehensive understanding of the luxury brand experience.

Shopping Experiences and Luxury Brands: Consumer Response to Holistic Brand Cues across Multiple Retail Settings

VALTA, MANUELA;VIANELLI, DONATA
2015

Abstract

Over the past decades, researchers devoted considerable attention to the impact of store environments on shopping behavior (e.g. Baker et al., 2002; Kotler, 1973; Turley & Milliman, 2000). More recent, practitioners and academics alike have argued that a greater challenge for brands is the creation and enhancement of compelling shopping experiences along, and beyond, the entire path-to-purchase (Interbrand, 2014; Shankar et al., 2011). In a luxury brand context, where the shopping experience is a significant motivator for purchases (Yoon, 2013), the interaction of multiple retail environments greatly affect consumer behavior towards the brands. Accordingly, brand experiences is created at both ends of the marketing supply chain, by brand manufacturers and retailers. Yet, although research has developed fruitful areas for new perspectives on the relationships between manufacturers and retailers (Ganesan et al., 2009), the vast majority of existing research predominantly focuses on consumer response to brand experiences with respect to manufacturer cues (Dolbec & Chebat, 2013; Tynan et al., 2010), store cues (Baker et al., 2002), or retail settings (Möller & Herm, 2013). The evolving business world needs to implement more comprehensive and holistic approaches (Choi et al., 2014), where integrated strategies must emerge. The objective of this study is to present an explanation of luxury brand experiences across manufacturer and retailer’s settings. By overviewing the literature on the interaction between brand management, store atmospherics, and consumer behavior, and applying qualitative methods, the authors provide relevant insights for academics and practitioners toward a more comprehensive understanding of the luxury brand experience.
http://gfmcproceedings.net/html/sub3_01.php?code=299260
File in questo prodotto:
File Dimensione Formato  
SHOPPING_EXPERIENCES_AND_LUXURY_BRANDS-_Valta Vianelli.pdf

non disponibili

Descrizione: PDF versione editoriale
Tipologia: Documento in Versione Editoriale
Licenza: Digital Rights Management non definito
Dimensione 203.27 kB
Formato Adobe PDF
203.27 kB Adobe PDF   Visualizza/Apri   Richiedi una copia

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11368/2849760
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact