 Retail atmospherics: The impact of a brand dictated themeJamye Foster and Melinda A. McLelland Journal of Retailing and Consumer Services, 2015, vol. 22, issue C, 195-205 Abstract: Although retail atmospherics has been an active area of study, a glance around a typical mall indicates many retailers still do not actively differentiate their retail environment from competitors. This is likely due to retailers considering the atmospheric elements (lighting, music, etc.) individually and making decisions regarding the elements based on what is “standard†for their customers, merchandise, and format. This approach leads to very little differentiation and fails to consider that today’s consumer is often expecting a more multi-sensory, interactive, and holistic shopping experience. This paper considers an alternative approach, where a brand dictated “theme†is used to guide the manipulation of the atmospheric elements. This allows retail brands to break free from standard design to create a more interactive, immersive, and authentic environment. Outcomes include increases in shopping enjoyment, positive brand attitudes, and brand loyalty. T-tests are utilized to compare the two approaches within both the apparel (Study 1) and restaurant (Study 2) industries. Keywords: Retail atmospherics; Themed retailing; Consumer behavior; Retail branding; Brand communication (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:22:y:2015:i:c:p:195-205 DOI: 10.1016/j.jretconser.2014.07.002 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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