publication . Thesis . 2016

The impact of the visual merchandise display on consumer purchases of luxury brands: the moderating role of cultural capital

Logkizidou, Maria;
Open Access English
  • Published: 01 Jan 2016
  • Country: United Kingdom
This thesis argues that Visual Merchandise Display (VMD) can enhance consumers intentions to buy luxury brands and this influence is stronger for the consumers with higher cultural capital (CC) than those with lower CC. Prior research in store atmospherics has suggested that consumers make inferences about a product, a store or a seller based on high-image or low-image store environment cues. Contemporary research in the luxury retailing literature explores qualitatively, the role of of museocological product presentation techniques in building and sustaining a luxury brand image. However, the extant literature does not consider that people can differ in their a...
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