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The influence of the concept store on brand image and purchase intent for clothing items

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  • Luppe, Marcos Roberto
  • Almeida, Ana Clara da Silva
  • Hirano, Nadia Nagata
  • Aguiar, Helder de Souza

Abstract

This study aimed to understand whether concept stores influence brand image and purchase intention, specifically analyzing clothing companies in the Brazilian market that use a "fast fashion" strategy. To understand the reasons why companies decide to implement a concept store and to understand the main differences between a traditional (standard) store and a concept store, a qualitative study was conducted with the manager of a large company that uses a "fast fashion" strategy and has implemented concept stores in Brazil, and a quantitative study consisting of a quasi-experimental study in which one group was presented with the stimulus of a standard store and the other with a concept store. To avoid interference in the responses due to brand image, the stimulus was based on a clothing store brand not yet present in Brazil. The analyses obtained in the study verified that the concept store exerts a positive influence on the brand image of the company using this strategy, but the purchase intention of consumers is not significantly influenced.

Suggested Citation

  • Luppe, Marcos Roberto & Almeida, Ana Clara da Silva & Hirano, Nadia Nagata & Aguiar, Helder de Souza, 2018. "The influence of the concept store on brand image and purchase intent for clothing items," Revista IPecege, University of Sao Paulo, vol. 4(3).
    • Handle: RePEc:ags:ipeceg:386298
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