Artikel
The influence of store environment on brand attitude, brand experience and purchase intention
Background: Consumer decision-making is shifting from the rational to the emotional, and as a result, retailers are investing in unique store atmospheric cues to capture the attention of consumers. Although not a completely new phenomenon, a lack of studies on this topic remains in Africa, an emerging economy that is rapidly becoming part of the global economy. This is especially evident in the fashion industry where global fashion chain stores are rapidly infiltrating the local market. Objectives: This article aims to investigate the influence of store environment on purchase intention of fashion products with brand attitude and brand experience as the mediators. Method: By means of a quantitative study, 501 online self-administered surveys were distributed among black middle-class women residing in Johannesburg. Results: The results support four of the five hypotheses. It is therefore evident that store environment positively influences consumer's brand attitudes, purchase intention and brand experience in the fashion retail industry. Conclusion: This article contributes to existing literature on fashion retail, experiential marketing and branding. It further provides retailers with adequate insight into experiential retail strategies that can yield profitable returns and increase their customer loyalty base.
- Language
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Englisch
- Bibliographic citation
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Journal: South African Journal of Business Management ; ISSN: 2078-5976 ; Volume: 49 ; Year: 2018 ; Issue: 1 ; Pages: 1-8 ; Cape Town: African Online Scientific Information Systems (AOSIS)
- Classification
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Management
- Event
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Geistige Schöpfung
- (who)
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Venter de Villiers, Marike
Chinomona, Richard
Chuchu, Tinashe
- Event
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Veröffentlichung
- (who)
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African Online Scientific Information Systems (AOSIS)
- (where)
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Cape Town
- (when)
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2018
- DOI
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doi:10.4102/sajbm.v49i1.186
- Handle
- Last update
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10.03.2025, 11:43 AM CET
Data provider
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
Object type
- Artikel
Associated
- Venter de Villiers, Marike
- Chinomona, Richard
- Chuchu, Tinashe
- African Online Scientific Information Systems (AOSIS)
Time of origin
- 2018
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Influence of brand differential on motivation to conform and manufacturer versus store brand purchase intention
The Effect of Nostalgia Proneness on Ad-Evoked Nostalgia, Brand Attitude and Purchase Intention
The effect of halal brand awareness on purchase intention in indonesia: the mediating role of attitude
Memes everywhere: The effect of social media memes on consumers' attitude towards brands and their purchase intention
The role of social brand engagement on brand equity and purchase intention for fashion brands
The impact of brand equity, status consumption, and brand trust on purchase intention of luxury brands
EWOM and brand awareness impact on consumer purchase intention: mediating role of brand image
EWOM and brand awareness impact on consumer purchase intention: mediating role of brand image
Understanding online purchase intention: the mediating role of attitude towards advertising
Mediation of attitude toward brand on the relationship between service brand credibility and purchase intentions
Exploring YouTube Marketing Communication: Brand awareness, brand image and purchase intention in the millennial generation
Store brands’ purchase intention: Examining the role of perceived quality
Influence of brand differential on motivation to conform and manufacturer versus store brand purchase intention
The Effect of Nostalgia Proneness on Ad-Evoked Nostalgia, Brand Attitude and Purchase Intention
The effect of halal brand awareness on purchase intention in indonesia: the mediating role of attitude
Memes everywhere: The effect of social media memes on consumers' attitude towards brands and their purchase intention
The role of social brand engagement on brand equity and purchase intention for fashion brands
The impact of brand equity, status consumption, and brand trust on purchase intention of luxury brands
EWOM and brand awareness impact on consumer purchase intention: mediating role of brand image
EWOM and brand awareness impact on consumer purchase intention: mediating role of brand image
Understanding online purchase intention: the mediating role of attitude towards advertising
Mediation of attitude toward brand on the relationship between service brand credibility and purchase intentions