Publicação
How the senses and technologies of the store atmosphere influence brand attachment and its results on brand advocacy and brand attachment
| Resumo: | Having customers with a close (intimate) relationship and turning them into true advocates in front of other consumers are two of the major goals for brands. In today's world, the market appears quite saturated, with a vast array of brands offering similar solutions to customers at comparable prices. There is a tendency to lose this level of intimacy with consumers and the voluntary reference of a specific brand by consumers. Equally brand intimacy and brand advocacy are effects of an effective connection among the two variables, which is established between the attachment to the brand. This investigation as the object of better understanding the attachment process between Store Atmospheres and Consumers, and the influence of the Store Atmosphere in the creation of passion, connection, and affection. For this purpose, a conceptual framework was formulated and assessed, built partly on the Store Atmosphere theory, to better identify the Attachment method relating to Store Atmospheres and Consumers. The analysis led employed main data, acquired through a survey, and was formulated to study the model and to test the hypotheses established. The results show, in fact, that consumers create an emotional relationship with Store Atmospheres, and the Store Atmospheres influence Brand Attachment levels. Additionally, they also explain that there is an apparent relationship of positive impact between Brand Attachment and Brand Advocacy and Brand Intimacy. |
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| Autores principais: | Mariz, Beatriz Noronha de Almeida Sampaio |
| Assunto: | Store atmosphere Brand attachment Brand advocacy Brand intimacy Atmosfera de loja Apego à marca Intimidade à marca Defesa à marca |
| Ano: | 2023 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso restrito |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | Having customers with a close (intimate) relationship and turning them into true advocates in front of other consumers are two of the major goals for brands. In today's world, the market appears quite saturated, with a vast array of brands offering similar solutions to customers at comparable prices. There is a tendency to lose this level of intimacy with consumers and the voluntary reference of a specific brand by consumers. Equally brand intimacy and brand advocacy are effects of an effective connection among the two variables, which is established between the attachment to the brand. This investigation as the object of better understanding the attachment process between Store Atmospheres and Consumers, and the influence of the Store Atmosphere in the creation of passion, connection, and affection. For this purpose, a conceptual framework was formulated and assessed, built partly on the Store Atmosphere theory, to better identify the Attachment method relating to Store Atmospheres and Consumers. The analysis led employed main data, acquired through a survey, and was formulated to study the model and to test the hypotheses established. The results show, in fact, that consumers create an emotional relationship with Store Atmospheres, and the Store Atmospheres influence Brand Attachment levels. Additionally, they also explain that there is an apparent relationship of positive impact between Brand Attachment and Brand Advocacy and Brand Intimacy. |
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