Beyond window signs: Understanding the affect‐based effects of window signs on store patronage intentions

Velasco, Franklin

doi:10.1002/mar.21105

Cited by 11 publications

(7 citation statements)

References 35 publications

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“…Only recently, Velasco Vizcaíno (2018) focused on the verbal elements of store windows. He analysed the influence of window signs on patronage intentions and revealed a positive connection between the application of captions and store patronage intentions.…”

Section: Literature Review: Relations Between Storefront Window Displays and Consumer Behaviourmentioning

confidence: 99%

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Windows to the sold: verbo-visual multimodality in storefront windows

Lick

Bargenda

Trabelsi

2020

IJRDM

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PurposeThe article seeks to enrich the body of research on store atmospherics by identifying how storefront window design impacts store entry decisions. An innovative multimodal design approach is presented, considering both visual and verbal constituents.Design/methodology/approachStudy 1 draws on a corpus of high-end storefront windows to create a categorization regarding different levels of verbo-visual complexity. The survey in Study 2 (n = 234) serves two purposes: first, to confirm these levels of complexity and second, to investigate the relation between the complexity of window design and store entry decisions.FindingsStudy 2 confirms the order of complexity established in Study 1. The results reveal an inverted-U relationship between window complexity and store entry propensity. Windows of medium level of complexity produce shoppers' relatively highest store entry propensity.Practical implicationsThe findings suggest that retailers would benefit from adopting verbo-visual window designs of medium complexity, as this combination optimizes the likeliness of consumers to enter stores.Originality/valueResearch on store atmospherics has until recently primarily focused on in-store cues. Studies on store windows remain vastly underrepresented in extant scholarship. The article not only fills this gap but also incorporates an original interdisciplinary angle on multimodality, which offers new methodological perspectives for research in retail and distribution scholarship.

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Section: Literature Review: Relations Between Storefront Window Displays and Consumer Behaviourmentioning

confidence: 99%

“…Another area of innovation concerns the opportunities offered by multimodal designs of store windows (Velasco Vizcaíno, 2018), which will be discussed in this article. We heed Turley's and Milliman's (2000) call that more attention be paid to the exterior of retail environments and, especially, storefront window displays.…”

Section: Introductionmentioning

confidence: 99%

Windows to the sold: verbo-visual multimodality in storefront windows

Lick

Bargenda

Trabelsi

2020

IJRDM

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“…For example, in perceived fluency, the item “After changing from one of the retailer's channels to another, my engagement with the retailer remains the same” was adapted from Shen et al (2018) and Hure et al (2017). The literature also supports the foundations for the customer patronage intention research (Nagar, 2016; Velasco Vizcaíno, 2018). For patronage intention for example, “I intend to visit this retailer” and “This retailer is my preferred retailer” were adapted from Eren-Erdogmus et al (2018).…”

Section: Methodsmentioning

confidence: 96%

Who still shops at omnichannel fashion department stores? An analysis of generational cohorts and intent to purchase

Meredith Robertson,

Kopot

2023

JFMM

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PurposeWhile today's customer steadily adapts to various modes of shopping, their beliefs around fluency through each shopping channel, and personal factors such as income level, can impact their intention to patronage or purchase from omnichannel department stores. Hence, this study analysed the customers of omnichannel fashion department stores, using perceived fluency and income as indirect factors that help understand customers' patronage intention and purchase intention.Design/methodology/approachThe overarching framework for this research is the theory of reasoned action, in which patronage and purchase intentions represent the specific likelihood-of-performance behaviours. A Seemingly Unrelated Regression model was empirically used to analyse the relationships between generational cohorts, income, and perceived channel fluency and the behaviours that lead to patronage intention and purchase intention. Researchers conducted a survey among 552 omnichannel fashion department store consumers to examine today's retail environment.FindingsThe results of this study suggest that (1) consumers between the ages of 50 and 69 years, including older Generation X and younger Baby Boomers, who earn between $60,000 and $79,999 in annual salary show a significantly positive relationship with both patronage and purchase intentions through perceived fluency and (2) consumers between the ages of 38 and 49 years, including older Millennials and younger Generation X, who earn between $80,000 and $99,999 in annual salary show a significantly positive relationship with purchase intention through perceived fluencyOriginality/valueThis study analyses correlations between a generational cohort, perceived fluency as moderated by income and the relationship between these variables and customers' patronage and purchase intentions, which has not been studied before.

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“…Consequently, consumers who experience a strong sense of place demonstrate increased emotional attachment to geographical locations and hospitality venues. Service managers intuitively follow this logic to strategically select atmospheric cues and use them to attract the attention and reinforce the patronage of customers (Johnson et al, 2015;Velasco Vizcaı ´no, 2018).…”

Section: Place Identitymentioning

confidence: 99%

Elevating the boutique appeal: generating a sense of place in luxury hospitality through virtual tours

Pohlmann

Velasco²,

Guerra-Leal³

et al. 2022

CBTH

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Purpose Place identity refers to the combination of physical setting, social interactions, emotions and associated meanings. This research paper aims to broaden knowledge about boutique concepts and to examine the role of advertisement types suited to generate a heightened sense of place for customers. The design and delivery of tangible and intangible components of the boutique service experience are investigated to better understand business-relevant customer outcomes. Design/methodology/approach An introductory qualitative study explores the key features and managerial relevance of the boutique appeal as a means to communicate personalization and a sense of place. Interviews with managers of a boutique catering service are conducted and thematically analyzed. A quantitative follow-up study examines the effect of the boutique appeal on hotel image, purchase intention and willingness to pay. Findings A boutique hotel appeal is more attractive to customers (compared to traditional luxury appeals) when it is advertised using visually engaging virtual tours because it augments customers’ sensation of place identity. The mediating psychological mechanism, place identity, represents the essential emotional component evoked by boutique concepts and its positive effect on managerially relevant customer outcomes. Originality/value This paper provides insight for the design and management of boutique concepts to better shape and predict consumer responses in various luxury hospitality industries. The process by which customers identify with the location where the service is provided, socialize with staff and attach meaning to these settings evokes a sense of place identity, a critical resource in the process of value co-creation.

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Beyond window signs: Understanding the affect‐based effects of window signs on store patronage intentions

Cited by 11 publications

References 35 publications

Windows to the sold: verbo-visual multimodality in storefront windows

Windows to the sold: verbo-visual multimodality in storefront windows

Who still shops at omnichannel fashion department stores? An analysis of generational cohorts and intent to purchase

Elevating the boutique appeal: generating a sense of place in luxury hospitality through virtual tours

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