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The Luxury Facade: Impact of Museum Display Techniques on the Luxury Image and Purchase Intention of Sneakers

Beuzekom, K. van (2018) The Luxury Facade: Impact of Museum Display Techniques on the Luxury Image and Purchase Intention of Sneakers.

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Abstract:Background - Retailers adopt display techniques from museums in their product displays in an attempt to signal a luxury image. For instance, by singular presentation of objects, use of glass casing and focussed lighting. Yet, the effects of these display techniques are inferred rather than empirically tested. Purpose – The purpose of this study was to investigate if using museum display techniques in product displays are useful in conveying a desired luxury image of sneakers and impact purchase intention. Research Design – A 2x2x2 design was used including one or three objects presented, use of a spotlight or not, and the use of a glass casing or not. The impact of these factors on luxury image attributes (exclusiveness, quality, aesthetics and price) and purchase intention were investigated. Furthermore, the mediating role of self-congruity and moderating roles of shopping motivation, desire to consume unique products and need for touch were investigated. Method – A Virtual Reality Sneaker store was presented to the respondents with one of eight different experimental conditions. Followed by a questionnaire about the variables included in this study. Findings – Results indicated that presenting one sneaker significantly impacts the perceived quality, and marginally increases the perceived price value, compared to when three sneakers were presented. More specifically, data showed marginal evidence for perceived quality mediating the relationship between the of number of items presented and perceived price value. Research Implications – This study contributes to the existing body of research in a unique way by exploring the effects of museum display techniques applied in the retail environment in luxury image and purchase intention. Especially by bringing together the factors number of items displayed, spotlight and use of a glass case, which were never combined in a study before. Practical Implications – The findings indicate that using museum display techniques in the retail environment might not be as useful for conveying a more luxury image of sneakers and to impact purchase intention. However, presenting an item separately from the other merchandise does keep up appearances in terms of quality and perceived value.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/74405
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