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Impact de la vitrine du point de vente sur les réactions du consommateur : une étude exploratoire

Author

Listed:
  • Leyla Jaoued-Abassi

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

  • Lilia Smaoui

    (IUT)

Abstract

Store windows are important store element which play a strategic role in building stores' image and helping consumers in their decision making. Nevertheless, to our knowledge, few research has examined the effectiveness of window displays on consumers' reactions. So, this research aims to understand and explore the influence of the shop window's characteristics on different consumers' reactions. The results of two exploratory qualitative studies completed by an experiment reveal the key role of three characteristics of the shop window (model's presence, opened aspect of the window display's background and window design) on the attitude toward the shop window, the attitude toward the brand, brand believes and the behavioral intentions.

Suggested Citation

  • Leyla Jaoued-Abassi & Lilia Smaoui, 2007. "Impact de la vitrine du point de vente sur les réactions du consommateur : une étude exploratoire," Post-Print hal-01128169, HAL.
    • Handle: RePEc:hal:journl:hal-01128169
    Note: View the original document on HAL open archive server: https://hal.science/hal-01128169
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    References listed on IDEAS

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    1. Brown, Steven P & Stayman, Douglas M, 1992. "Antecedents and Consequences of Attitude toward the Ad: A Meta-analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(1), pages 34-51, June.
    2. Bernard Pras & Yves Evrard & Elyette Roux, 2003. "Market : études et recherches en marketing - Fondements, méthodes," Post-Print halshs-00150660, HAL.
    3. R. Divard & B. Urien, 2001. "Le consommateur vit dans un monde en couleurs," Post-Print hal-02018839, HAL.
    4. repec:dau:papers:123456789/654 is not listed on IDEAS
    5. Holbrook, Morris B & Batra, Rajeev, 1987. "Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(3), pages 404-420, December.
    Full references (including those not matched with items on IDEAS)

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