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Interior Architectural Branding – The Implementation of the Brand Identity at the Point of Sale by Means of Interior Design

Author

Listed:
  • Westermann, Arne
  • Böckenholt, Rebecca
  • Ghorbani, Mijka
  • Messedat, Jons

Abstract

Today it becomes increasingly difficult to differentiate brands from competitors. A strong brand iden-tity is a prerequisite for achieving this differentiation. Existing research concerning the Point of Sale has focused primarily on the influence of store design on sales and consumer buying decisions, but not on its influence on brand perception. To fill this gap, we developed an explorative study design focusing on one exemplary brand. We first examined how the brand personality is expressed in stores, second, we analysed the influence of the store design on the consumer perception of the brand with a representative online survey. Our study shows that interior design elements are well suited to express the brand personality.

Suggested Citation

  • Westermann, Arne & Böckenholt, Rebecca & Ghorbani, Mijka & Messedat, Jons, 2023. "Interior Architectural Branding – The Implementation of the Brand Identity at the Point of Sale by Means of Interior Design," Research Journal for Applied Management (RJAM), International School of Management (ISM), Dortmund, vol. 4(1), pages 65-88.
    • Handle: RePEc:zbw:ismrja:324731
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    File URL: https://www.econstor.eu/bitstream/10419/324731/1/RJAM-4-2023-065.pdf
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    References listed on IDEAS

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    1. Petermans, Ann & Kent, Anthony & Van Cleempoel, Koenraad, 2014. "Photo-elicitation: Using photographs to read retail interiors through consumers' eyes," Journal of Business Research, Elsevier, vol. 67(11), pages 2243-2249.
    2. Raffelt, Ursula & Schmitt, Bernd & Meyer, Anton, 2013. "Marketing function and form: How functionalist and experiential architectures affect corporate brand personality," International Journal of Research in Marketing, Elsevier, vol. 30(3), pages 201-210.
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