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

Logkizidou, Maria 2016. The impact of the visual merchandise display on consumer purchases of luxury brands: the moderating role of cultural capital. PhD Thesis, Cardiff University.
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Abstract

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 ability to decode or appreciate such display tecniques. This thesis builds on the emerging research in luxury retailing by investigating (empirically and quantitatively in four studies) the impact of VMD on consumer purchase intentions of luxury brands as well as the moderating role of the consumers CC. Furthermore, it attempts to explain this effect by adopting a consumer-style-of-processing approach, and it explores whether the consumers CC can determine their holistic or analytical way of processing of visual information in a retail context.

Item Type: Thesis (PhD)
Date Type: Publication
Status: Unpublished
Schools: Business (Including Economics)
Subjects: H Social Sciences > HF Commerce
Date of First Compliant Deposit: 19 December 2016
Last Modified: 04 Jun 2017 09:34
URI: http://orca.cf.ac.uk/id/eprint/96958

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