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Visual merchandising influence on fashion brands’ equity – consumer perspective
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Resumo(s)
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.
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Palavras-chave
Visual merchandising Consumer-based brand equity Brand image Fashion retail brands Factor analysis