دانلود مقاله ISI انگلیسی شماره 44963
عنوان فارسی مقاله

آناتومی تجربه برند در خرده فروشی: رویکرد تفسیری مدل سازی ساختاری

کد مقاله سال انتشار مقاله انگلیسی ترجمه فارسی تعداد کلمات
44963 2015 10 صفحه PDF سفارش دهید محاسبه نشده
خرید مقاله
پس از پرداخت، فوراً می توانید مقاله را دانلود فرمایید.
عنوان انگلیسی
Brand experience anatomy in retailing: An interpretive structural modeling approach
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Journal of Retailing and Consumer Services, Volume 24, May 2015, Pages 60–69

کلمات کلیدی
تجربه برند - برند خرده فروشی - تجربه برند خرده فروشی - ISM
پیش نمایش مقاله
پیش نمایش مقاله آناتومی تجربه برند در خرده فروشی: رویکرد تفسیری مدل سازی ساختاری

چکیده انگلیسی

In today's highly competitive retail environment, retailers have recognized and embraced the concept of offering experiences with the retail brand across various channels beyond new launches and lower prices. To manage the experiences associated with a retail brand, retailers need to understand the concept of brand experience in retailing and the factors that actually comprise it. Interestingly, very few studies have imparted an understanding of brand experience in retailing. This study seeks to understand the retail brand experience and model the interrelationships among retail brand experience variables using interpretive structural modeling (ISM). Retail brand experience variables used in this study have been identified from existing literature on ‘brand experience’ and from brainstorming sessions with academicians and retail industry experts. Our findings show that the variables, namely, packaging of own label brands, customer billings, order and application forms, point-of-sales (i.e., shelf talkers) and recommendation by a salesperson have a high degree of influence and exhibit low dependence. These variables require a great deal of consideration due to their strategic significance to retailers. The approach applied in this study will enhance the understanding of retailers for improving the performance through managed retail brand experience initiatives.

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