A conceptual model of the holistic effects of atmospheric cues in fashion retailing. Issue 6 (8th June 2015)

• Record Type: Journal Article
• Authors: Ballantine, Paul W; Parsons, Andrew; Comeskey, Katrina
• Is Part Of: International journal of retail & distribution management. Volume 43:Issue 6(2015)
• Page Start: 503
• Page End: 517
• Publication Date: 2015-06-08
• Subjects: Consumer behaviour -- Retailing -- Retail atmospherics -- Store design; Retail trade -- Management -- Periodicals; Physical distribution of goods -- Management -- Periodicals; 658.87
• DOI: 10.1108/IJRDM-02-2014-0015
• Languages: English
• ISSNs: 0959-0552

Abstract

Abstract : Purpose: – The purpose of this paper is to examine how the holistic atmospheric cues encountered in a retail environment contribute to the creation of a retail experience. The interaction between these cues, and how they impact on the various stages of the retail experience is also explored. Design/methodology/approach: – A qualitative methodology was employed, using protocol analysis and in-depth semi-structured interviews that were conducted with 18 participants. Data were collected in the context of the women's fashion sector. Findings: – The findings highlight the importance of store owners ensuring atmospheric cues create a store image congruent with their target market's self-image. A model is also developed which highlights how atmospheric cues are able to affect successive stages of the retail experience. Originality/value: – This paper provides a holistic understanding of how retail atmospheric cues are able to influence the overall retail experience; from how a retail store is initially evaluated through to the intention to purchase.