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International flagship stores: an exploration of store atmospherics and their influence on purchase behaviour

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  • Marta Blazquez
  • Rosy Boardman
  • Luyu Xu

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.

Suggested Citation

  • Marta Blazquez & Rosy Boardman & Luyu Xu, 2019. "International flagship stores: an exploration of store atmospherics and their influence on purchase behaviour," International Journal of Business and Globalisation, Inderscience Enterprises Ltd, vol. 22(1), pages 110-126.
    • Handle: RePEc:ids:ijbglo:v:22:y:2019:i:1:p:110-126
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    Citations

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    Cited by:

    1. Niros, Meletios & Niros, Angelica & Omri, Spyridon, 2022. "Do store atmosphere and playfulness matter during the ongoing pandemic crisis?," MPRA Paper 114026, University Library of Munich, Germany.
    2. Pantano, Eleonora & Viassone, Milena & Boardman, Rosy & Dennis, Charles, 2022. "Inclusive or exclusive? Investigating how retail technology can reduce old consumers’ barriers to shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    3. Xiao Dou & Chih-Fu Wu & Kai-Chieh Lin & Jeih-Jang Liou, 2019. "What Color Does the Consumer See? Perceived Color Differences in Plastic Products in an LED-Lit Environment," Sustainability, MDPI, vol. 11(21), pages 1-15, October.
    4. Ye, Yuchen & Yang, Yikai & Huang, Qi, 2023. "Identifying and examining the role of pop-up store design: A mixed-methods study," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).

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