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In-store design : towards meaningful brand experiences in physical in-store environments

Zuidhof, J. (2007) In-store design : towards meaningful brand experiences in physical in-store environments.

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Abstract:The purpose of this research is to provide insight in how to design for three-dimensional in-store environments in creating effective touch points from a brand perspective. To investigate how physical commercial spaces can affect the consumer-brand relationship, an exploratory field study was conducted, along with two experiments in 'real life' environments. This research advocates for a consumer-centric approach in designing for physical in-store environments. In the first experiment, we show that for effective in-store communication, it is crucial to speak to consumers' needs, instead of presenting (technical) product features alone. Furthermore, consumers' shopping motives turn out to moderate this effect. The second experiment shows that in-store communication design should be brand-congruent (i.e., in line with the brand identity) in order to be most effective in building the brand and increasing purchase intentions.
Item Type:Essay (Master)
Clients:
Philips Design
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/628
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