 Exploring consumers’ subjective shopping experiences in directly operated luxury brand storesKauppinen-Räisänen, Hannele, Mühlbacher, Hans and Marika Taishoff Journal of Retailing and Consumer Services, 2020, vol. 57, issue C Abstract: Customers’ in-store shopping experiences are critical for luxury brand success. Research on the creation of experiential value in retailing finds clear differences in the cues contributing to delightful consumer experiences depending on the retailing sector. A management perspective dominates research in luxury retailing, while research on consumers’ subjective luxury shopping experiences is scarce. This study contributes to filling the gap regarding consumers’ subjective experiences through a qualitative inquiry into shoppers’ accounts of experiences in luxury brand stores. The study finds that the major determinants of a delightful shopping experience in luxury stores are extraordinary service excellence, unique multi-sensory emotional stimulation conforming to the brand, and a feeling of personal importance and assurance. The study demonstrates the importance of a holistic individual experience in helping shoppers become immersed in the brand universe through all their senses. Keywords: Brand store; Emotions; In-store shopping; Luxury; Service excellence; Shopping experience (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:57:y:2020:i:c:s0969698920312595 DOI: 10.1016/j.jretconser.2020.102251 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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