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Influence des caractéristiques de la vitrine sur les réactions attitudinales et comportementales du consommateur |
Résumé / Abstract :
The shop window suffers from an obvious lack of academic research in spite of its
strategic importance for the brands. Indeed, window display constitutes the first contact point
with the retail from which the consumer develops attitudes and believes relative to the retail
and / or to the brand. So, this research aims at studying the influence of the shop window's
characteristics on the attitudinal and behavioral consumers' reactions. The results of an
exploratory qualitative study completed by an experiment reveal the key role of two
characteristics of the shop window (model's presence and opened aspect of the window
display's background) on the attitude toward the window display, and the behavioral
intentions.
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Mots-clés / Keywords :
Store environment, persuasion, merchanding, consumer, brand |
Ressources complémentaires :
http://www.escp-eap.eu/fr/campus/paris/congres/presentation-du-corps-professoral-escp-eap/bienvenue/
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Citer cette référence :
S. LILIA, O. SABRI, L. SMAOUI (2007), "Influence des caractéristiques de la vitrine sur les réactions attitudinales et comportementales du consommateur", Association Française du Marketing (AFM), Aix-les-Bains France |
