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Enhancing consumer satisfaction and retail patronage through brand experience, cognitive pleasure, and shopping enjoyment: A comparison between lifestyle and product-centric displays

Hye-Young Kim|Ahmad Saquib Sina
한국마케팅과학회 (Korean Scholars of Marketing Science)|2019.03|Journal of Global Fashion Marketing|제10권 제2호|pp. 129-144|DOI https://doi.org/10.1080/20932685.2019.1573698

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体验营销experiential marketingbrand experienceretail零售Lifestyle displayproductcentric display生活方式展示以产品为 中心展示品牌 体验
주제분류경영학

초록

Despite the importance of retail atmospherics documented in the literature, little empirical research has been done on the issue of what specific aspects of retail atmospherics can enhance experiential marketing. As an attempt to address this research void, the primary purpose of this study is to compare the effect of product display (lifestyle vs. product-centric) on consumer satisfaction and retail patronage intentions. In so doing, this study examines the mediating role of hedonic shopping experiences operationalized through three separate sub-dimensions (i.e. brand experience, shopping enjoyment, and cognitive pleasure) while controlling a brand effect (i.e. testing two types of product display in a single brand context). The results showed that the lifestyle display creates higher brand experience, shopping enjoyment, cognitive pleasure, satisfaction, time spent, and patronage intentions compared to the product-centric display. This study provides empirical evidence supporting the importance of experiential marketing. The implications of fashion retailing are discussed, as well as limitations and areas for future research.

Abstract

Despite the importance of retail atmospherics documented in the literature, little empirical research has been done on the issue of what specific aspects of retail atmospherics can enhance experiential marketing. As an attempt to address this research void, the primary purpose of this study is to compare the effect of product display (lifestyle vs. product-centric) on consumer satisfaction and retail patronage intentions. In so doing, this study examines the mediating role of hedonic shopping experiences operationalized through three separate sub-dimensions (i.e. brand experience, shopping enjoyment, and cognitive pleasure) while controlling a brand effect (i.e. testing two types of product display in a single brand context). The results showed that the lifestyle display creates higher brand experience, shopping enjoyment, cognitive pleasure, satisfaction, time spent, and patronage intentions compared to the product-centric display. This study provides empirical evidence supporting the importance of experiential marketing. The implications of fashion retailing are discussed, as well as limitations and areas for future research.

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The Effect of Lifestyle and Shoppable Fashion Product Displays on Consumers’ Approach and Avoidance BehaviorCara Damminga, Juanjuan Wu, Kim K. P. Johnson한국마케팅과학회 · Journal of Global Fashion Marketing2012 · 제3권 제3호Effects of atmospherics on emotions and intention with respect to involvement in different shopping environments구동모, Lara Ribeiro, Sandra Maria Correia Loureiro한국마케팅과학회 · Journal of Global Scholars of Marketing Science(마케팅과학연구)2013 · 제23권 제4호Store’s Visual Sensory Cues, Emotion, and Reusage IntentionChang Chen, Jia-Ling Zhang, Nak-Hwan Choi한국유통과학회 · 유통과학연구2018 · 제16권 제2호The Impact of Perceived Visual Merchandising on Brand Experience Through 3D Virtual Tours김나연사단법인 한국브랜드디자인학회 · 브랜드디자인학연구2023 · 제21권 제2호What Do Recreational Shoppers Want to Achieve from Shopping? The Importance of Excitement in Leisure ShoppingSeolwoo Park사람과세계경영학회 · Global Business and Finance Review2018 · 제23권 제1호A Marketing Theory-based Approach to Customer’s Perceived Shopping ExperienceChoi, Dong-Choon, Yoon, Sung-Joon한국마케팅학회 · 아시아마케팅저널2008 · 제2권 제2호

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