 International flagship stores: an exploration of store atmospherics and their influence on purchase behaviourMarta Blazquez, Rosy Boardman and Luyu Xu International Journal of Business and Globalisation, 2019, vol. 22, issue 1, 110-126 Abstract: Flagship stores are luxury retailers' most prestigious market entry method and serve as impressive representations of their brand image. However, there is a lack of extant research investigating how the holistic experience created in luxury flagship stores has an effect on consumers' purchase behaviour. This study aims to fill this gap in the academic literature by using a qualitative methodology to explore how the atmospheric cues in luxury flagship stores influence consumers' impressions of the brand and, ultimately, their impulse and non-impulse purchase behaviour. The findings show that atmospheric cues and design features have a significant impact on the perceived brand image and on both impulse and non-impulse purchase behaviour. Furthermore, the results show that the most influential atmospheric cues on purchase behaviour are the customer service provided, followed by the product displays, the layout of the store and the design and experience of the fitting rooms. Keywords: flagship stores; store atmospherics; international retail; in-store experience; luxury retailing; purchase behaviour. (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:ids:ijbglo:v:22:y:2019:i:1:p:110-126 Access Statistics for this article More articles in International Journal of Business and Globalisation from Inderscience Enterprises Ltd |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.