Document details

Visual merchandising influence on fashion brands’ equity – consumer perspective

Author(s): Piedade, Vera

Date: 2017

Persistent ID: http://hdl.handle.net/10362/22392

Origin: Repositório Institucional da UNL

Subject(s): Visual merchandising; Consumer-based brand equity; Brand image; Fashion retail brands; Factor analysis; Domínio/Área Científica::Ciências Sociais::Economia e Gestão; Domínio/Área Científica::Ciências Sociais::Economia e Gestão; Domínio/Área Científica::Ciências Sociais::Economia e Gestão


Description

Nowadays brands are spending a lot of money creating its brand image, still, many times they neglect the visual aspects of stores while it reflects the face of brands. Using a descriptive method with Factor Analyses and multiple regressions, the present research suggests that visual merchandising dimensions can influence the value customers attribute to brands. Two main dimensions of visual merchandising and three constructs of consumer-based brand equity were found and their relationships recommend fashion retailers should consider interior and layout aspects in consumers’ favourable and strength of associations of their brands, and the exterior window displays in terms of awareness.

Document Type Master thesis
Language English
Advisor(s) Rodrigues, Luís Manuel da Silva
Contributor(s) Piedade, Vera
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