The study focuses on temporary shops, the recent communication and distribution innovation, based on the customers experience, used by firms in order to improve interaction with customers and to reinforce brand loyalty and equity. The study aims to analyze the development of these new retail formats that can generate value for both the company and the consumer. Before contributions are indentified in the literature to be necessary for the analysis of the temporary shop and then the impact of this format on the consumer through a fact-finding. The survey shows that consumers make impulse purchases in the temporary shop facilitated by psychological involvement in the purchase of a brand, by shopping experience and high gratification resulting from the store atmosphere. Finally the paper highlights the role of location in influencing the attractiveness of the store and the perceptions of effectiveness of the service components are not directly and exclusively related to shop.
L'INNOVAZIONE DEI FORMAT DISTRIBUTIVI ATTRAVERSO GLI SPAZI DI CONSUMO TEMPORANEI
DE COSMO, LUCREZIA MARIA
2010-01-01
Abstract
The study focuses on temporary shops, the recent communication and distribution innovation, based on the customers experience, used by firms in order to improve interaction with customers and to reinforce brand loyalty and equity. The study aims to analyze the development of these new retail formats that can generate value for both the company and the consumer. Before contributions are indentified in the literature to be necessary for the analysis of the temporary shop and then the impact of this format on the consumer through a fact-finding. The survey shows that consumers make impulse purchases in the temporary shop facilitated by psychological involvement in the purchase of a brand, by shopping experience and high gratification resulting from the store atmosphere. Finally the paper highlights the role of location in influencing the attractiveness of the store and the perceptions of effectiveness of the service components are not directly and exclusively related to shop.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
