The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Multi-Sensory Fashion Retail Experiences: The Impact of Sound, Smell, Sight and Touch on Consumer Based Brand Equity
Abstract
In an increasingly competitive and digitally driven fashion market, retailers have to find innovative ways to gain consumers' attention and amplify their brand (Brakus et al, 2011; Barclay & Odgen-Barnes, 2011). This paper examines how fashion retailers can reinforce their brand through integrating multi-sensory experiences within the physical store, specifically sound, smell, sight, touch and taste and analyses if sensory retailing really can have a direct influence on consumer perceptions of a fashion retailer and consequently on the strength of its brand.
Related Content
|
Elena Veselinova, Marija Gogova Samonikov.
© 2020.
17 pages.
|
|
Tamer A. Awad, Sahar Mohsen.
© 2020.
21 pages.
|
|
Bethan Alexander, Karinna Nobbs.
© 2020.
24 pages.
|
|
Maja Šerić, Irene Gil-Saura, Alejandro Mollá-Descals.
© 2020.
29 pages.
|
|
Ankita Sen Negi, Payel Das.
© 2020.
14 pages.
|
|
Gyaneshwar Singh Kushwaha, Mukesh Kaushal.
© 2020.
21 pages.
|
|
Eman Mohamed Abd-El-Salam.
© 2020.
29 pages.
|
|
|