The effects of sale signs on consumer intentions to visit a store

Autor:	Mi-Ah Lee, Hyo Jeong Kang, Ha Bin Kim, Hee Jin Hur, Dae Geun Jun, So-Yeon Yoon, Ha Kyung Lee, Hyun Jin Kwon, Ji Yeon Lee
Rok vydání:	2015
Předmět:	Marketing Cultural Studies Point of sale Strategy and Management Sign (semiotics) Advertising Software package computer.software_genre Affect (psychology) Management of Technology and Innovation Business Brand equity computer Consumer behaviour
Zdroj:	Journal of Global Fashion Marketing. 6:20-32
ISSN:	2325-4483 2093-2685
DOI:	10.1080/20932685.2014.971495
Popis:	This study examines consumer attention to and the perceived aesthetics of sale signs, such as the designs (size and color) of the Point of Purchase (POP) sale signs outside shops, and how these factors affect consumer intention to visit a shop based on expectation regarding the stores. External store stimuli were created using the Sketchup 8 software package. Research found that influences on intention to visit a store can differ depending on how the sale signs are perceived. Consumer expectations of the store can differ depending on the size of sale signs and the colors employed. We expect that the outcomes of this study will aid fashion brands in designing sale signs that reflect their brand value and image. Sale sign planning and utilization as a part of the strategy will be the key factor that can affect consumer behavior.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::ed7725bb45305ca792f99c98fb810c6e https://doi.org/10.1080/20932685.2014.971495 Zobrazit plný text záznamu