The influence of the concept store on brand image and purchase intent for clothing items

Marcos Roberto Luppe, Ana Clara da Silva Almeida, Nadia Nagata Hirano and Helder de Souza Aguiar

Revista IPecege, 2018, vol. 4, issue 3

Abstract: This study aimed to understand whether concept stores influence brand image and purchase intention, specifically analyzing clothing companies in the Brazilian market that use a "fast fashion" strategy. To understand the reasons why companies decide to implement a concept store and to understand the main differences between a traditional (standard) store and a concept store, a qualitative study was conducted with the manager of a large company that uses a "fast fashion" strategy and has implemented concept stores in Brazil, and a quantitative study consisting of a quasi-experimental study in which one group was presented with the stimulus of a standard store and the other with a concept store. To avoid interference in the responses due to brand image, the stimulus was based on a clothing store brand not yet present in Brazil. The analyses obtained in the study verified that the concept store exerts a positive influence on the brand image of the company using this strategy, but the purchase intention of consumers is not significantly influenced.

Keywords: Marketing (search for similar items in EconPapers)
Date: 2018
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