Impact de la vitrine du point de vente sur les réactions du consommateur: une étude exploratoire

Leyla Jaoued-Abassi () and Lilia Smaoui
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Leyla Jaoued-Abassi: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12
Lilia Smaoui: IUT

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Abstract: Store windows are important store element which play a strategic role in building stores' image and helping consumers in their decision making. Nevertheless, to our knowledge, few research has examined the effectiveness of window displays on consumers' reactions. So, this research aims to understand and explore the influence of the shop window's characteristics on different consumers' reactions. The results of two exploratory qualitative studies completed by an experiment reveal the key role of three characteristics of the shop window (model's presence, opened aspect of the window display's background and window design) on the attitude toward the shop window, the attitude toward the brand, brand believes and the behavioral intentions.

Keywords: brand; store environment; persuasion; merchanding; consumer; environnement du point de vente; merchandising; consommateur; marque; persuasion publicitaire (search for similar items in EconPapers)
Date: 2007-10-03
Note: View the original document on HAL open archive server: https://hal.science/hal-01128169v1
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Published in Colloque Etienne Thil, Oct 2007, La Rochelle, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01128169

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