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Exploring store atmospherics of FMCG brands flagship stores with an immersive 180-degree dome-shaped display

Duong Van Chien|Sung Billy|Barber Matthew|Regolini Emma|Teah Min
한국마케팅과학회 (Korean Scholars of Marketing Science)|2022.09|Journal of Global Scholars of Marketing Science(마케팅과학연구) (全球营销科学学报)|제32권 제4호|pp. 554-578|DOI 10.1080/21639159.2022.2033131

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키워드

virtual realityLuxuryflagshipstore atmosphericsstore design
주제분류경영학

초록

The current study aims to use immersive technologies to examine how: (1) store design, (2) sensory pleasantness, and (3) store’s perceived luxury influence brand and product evaluation for an FMCG food brand. A total of 668 participants were immersed in a 180-degree, dome-shaped virtual reality display that simulated an FMCG flagship store. A self-reported survey was administered after the exposure to the stimulus to measure store design pleasantness, sensory pleasantness, store’s perceived luxury, product evaluation, brand evaluation, and purchase intent. The current research demonstrates the positive effects of store design and pleasantness and perceived luxury on consumer evaluations of food products and brands in the context of FMCG flagship stores. The present study indicates that flagship stores could serve as a potential alternative to traditional retail outlets for FMCG food brands. This is important for FMCG brands as they can negate their reliance on traditional retailers and stimulate positive perceptions towards brands and products.

Abstract

The current study aims to use immersive technologies to examine how: (1) store design, (2) sensory pleasantness, and (3) store’s perceived luxury influence brand and product evaluation for an FMCG food brand. A total of 668 participants were immersed in a 180-degree, dome-shaped virtual reality display that simulated an FMCG flagship store. A self-reported survey was administered after the exposure to the stimulus to measure store design pleasantness, sensory pleasantness, store’s perceived luxury, product evaluation, brand evaluation, and purchase intent. The current research demonstrates the positive effects of store design and pleasantness and perceived luxury on consumer evaluations of food products and brands in the context of FMCG flagship stores. The present study indicates that flagship stores could serve as a potential alternative to traditional retail outlets for FMCG food brands. This is important for FMCG brands as they can negate their reliance on traditional retailers and stimulate positive perceptions towards brands and products.

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