An experimental research on emotional stimuli of consumers: the case of H&M flagship store on the millennial customer experience in Barcelona

Purpose: The main objective of this exploratory research study was to demonstrate the extent to which customers' approach-avoidance responses to fast fashion flagship stores can be predicted from their emotional states framed according to the PAD (Pleasure, Arousal, and Dominance) model and inf...

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Autores: Regadera, Elisa, Selvam, Rejina M., Garcia Medina, Irene, González Romo, Zahaira Fabiola
Tipo de recurso: artículo
Fecha de publicación:2022
País:España
Institución:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
Repositorio:Recercat. Dipósit de la Recerca de Catalunya
OAI Identifier:oai:recercat.cat:20.500.12328/3640
Acceso en línea:http://hdl.handle.net/20.500.12328/3640
http://dx.doi.org/10.3926/ic.2028
Access Level:acceso abierto
Palabra clave:Botiga insígnia
H&M
Màrqueting experiencial
Comportament del consumidor
Imatge de marca
Client experiència
Tienda insignia
Marketing experiencial
Comportamiento del consumidor
Imagen de marca
Cliente experiencia
Flagship store
Experiential marketing
Consumer behaviour
Brand image
Customer experience
316
33
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spelling An experimental research on emotional stimuli of consumers: the case of H&M flagship store on the millennial customer experience in BarcelonaRegadera, ElisaSelvam, Rejina M.Garcia Medina, IreneGonzález Romo, Zahaira FabiolaBotiga insígniaH&MMàrqueting experiencialComportament del consumidorImatge de marcaClient experiènciaTienda insigniaMarketing experiencialComportamiento del consumidorImagen de marcaCliente experienciaFlagship storeH&MExperiential marketingConsumer behaviourBrand imageCustomer experience31633Purpose: The main objective of this exploratory research study was to demonstrate the extent to which customers' approach-avoidance responses to fast fashion flagship stores can be predicted from their emotional states framed according to the PAD (Pleasure, Arousal, and Dominance) model and information rates. Design/methodology/approach: Data was collected through a survey questionnaire from 72 randomly selected millennials visiting H&M flagship store, just after their visit (55% women and 45% men). Data was analysed using exploratory factor analysis to classify the measures and later through regression analysis explaining the predictor variables. Findings: In accordance with the theory and past research on PAD measures, results show PAD as a highly predictable variable over most of the approach-avoidance behaviour in a flagship store environment. Pleasure variable shows highly significant relationship with affect, approach-avoidance (average of all measures of approach-avoidance), and time spent in the store and to an extent significantly relates to purchase intentions. This signifies that in a highly pleasant environment, an individual’s affectionate behaviour, to remain exploring in the store for a longer time, and on an average the approach behaviour to the flagship store will be highly positive. Originality/value: This study is a unique exploration, as very little is known in the literature, on flagship store influences over consumer experiences. Findings suggest interesting advancement in the field of in person shopping effects and encourages future research in flagship store economic investments and marketing impacts, which may extend consumer behavioural scopes as well. This exploratory research may have implications of interest for business strategic decision, brand management, and for marketing as well. As brands seek to recover consumers in their physical stores, offering them a safer and more complete shopping experience, flagship stores can play a key role in encouraging online customers’ visiting stores in-person, which may ultimately increase sales.info:eu-repo/semantics/publishedVersionOmniaScience2022info:eu-repo/semantics/article16http://hdl.handle.net/20.500.12328/3640http://dx.doi.org/10.3926/ic.2028reponame:Recercat. Dipósit de la Recerca de Catalunyainstname:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)InglésIntangible Capital18;3https://www.intangiblecapital.org/index.php/ic/article/view/2028Article's contents are provided on an Attribution-Non Commercial 4.0 Creative commons International License. Readers are allowed to copy, distribute and communicate article's contents, provided the author's and Intangible Capital's names are included. It must not be used for commercial purposes. To see the complete license contents, please visit https://creativecommons.org/licenses/by-nc/4.0/.https://creativecommons.org/licenses/by-nc/4.0/info:eu-repo/semantics/openAccessoai:recercat.cat:20.500.12328/36402026-05-29T05:05:01Z
dc.title.none.fl_str_mv An experimental research on emotional stimuli of consumers: the case of H&M flagship store on the millennial customer experience in Barcelona
title An experimental research on emotional stimuli of consumers: the case of H&M flagship store on the millennial customer experience in Barcelona
spellingShingle An experimental research on emotional stimuli of consumers: the case of H&M flagship store on the millennial customer experience in Barcelona
Regadera, Elisa
Botiga insígnia
H&M
Màrqueting experiencial
Comportament del consumidor
Imatge de marca
Client experiència
Tienda insignia
Marketing experiencial
Comportamiento del consumidor
Imagen de marca
Cliente experiencia
Flagship store
H&M
Experiential marketing
Consumer behaviour
Brand image
Customer experience
316
33
title_short An experimental research on emotional stimuli of consumers: the case of H&M flagship store on the millennial customer experience in Barcelona
title_full An experimental research on emotional stimuli of consumers: the case of H&M flagship store on the millennial customer experience in Barcelona
title_fullStr An experimental research on emotional stimuli of consumers: the case of H&M flagship store on the millennial customer experience in Barcelona
title_full_unstemmed An experimental research on emotional stimuli of consumers: the case of H&M flagship store on the millennial customer experience in Barcelona
title_sort An experimental research on emotional stimuli of consumers: the case of H&M flagship store on the millennial customer experience in Barcelona
dc.creator.none.fl_str_mv Regadera, Elisa
Selvam, Rejina M.
Garcia Medina, Irene
González Romo, Zahaira Fabiola
author Regadera, Elisa
author_facet Regadera, Elisa
Selvam, Rejina M.
Garcia Medina, Irene
González Romo, Zahaira Fabiola
author_role author
author2 Selvam, Rejina M.
Garcia Medina, Irene
González Romo, Zahaira Fabiola
author2_role author
author
author
dc.subject.none.fl_str_mv Botiga insígnia
H&M
Màrqueting experiencial
Comportament del consumidor
Imatge de marca
Client experiència
Tienda insignia
Marketing experiencial
Comportamiento del consumidor
Imagen de marca
Cliente experiencia
Flagship store
H&M
Experiential marketing
Consumer behaviour
Brand image
Customer experience
316
33
topic Botiga insígnia
H&M
Màrqueting experiencial
Comportament del consumidor
Imatge de marca
Client experiència
Tienda insignia
Marketing experiencial
Comportamiento del consumidor
Imagen de marca
Cliente experiencia
Flagship store
H&M
Experiential marketing
Consumer behaviour
Brand image
Customer experience
316
33
description Purpose: The main objective of this exploratory research study was to demonstrate the extent to which customers' approach-avoidance responses to fast fashion flagship stores can be predicted from their emotional states framed according to the PAD (Pleasure, Arousal, and Dominance) model and information rates. Design/methodology/approach: Data was collected through a survey questionnaire from 72 randomly selected millennials visiting H&M flagship store, just after their visit (55% women and 45% men). Data was analysed using exploratory factor analysis to classify the measures and later through regression analysis explaining the predictor variables. Findings: In accordance with the theory and past research on PAD measures, results show PAD as a highly predictable variable over most of the approach-avoidance behaviour in a flagship store environment. Pleasure variable shows highly significant relationship with affect, approach-avoidance (average of all measures of approach-avoidance), and time spent in the store and to an extent significantly relates to purchase intentions. This signifies that in a highly pleasant environment, an individual’s affectionate behaviour, to remain exploring in the store for a longer time, and on an average the approach behaviour to the flagship store will be highly positive. Originality/value: This study is a unique exploration, as very little is known in the literature, on flagship store influences over consumer experiences. Findings suggest interesting advancement in the field of in person shopping effects and encourages future research in flagship store economic investments and marketing impacts, which may extend consumer behavioural scopes as well. This exploratory research may have implications of interest for business strategic decision, brand management, and for marketing as well. As brands seek to recover consumers in their physical stores, offering them a safer and more complete shopping experience, flagship stores can play a key role in encouraging online customers’ visiting stores in-person, which may ultimately increase sales.
publishDate 2022
dc.date.none.fl_str_mv 2022
dc.type.none.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv http://hdl.handle.net/20.500.12328/3640
http://dx.doi.org/10.3926/ic.2028
url http://hdl.handle.net/20.500.12328/3640
http://dx.doi.org/10.3926/ic.2028
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv Intangible Capital
18;3
https://www.intangiblecapital.org/index.php/ic/article/view/2028
dc.rights.none.fl_str_mv https://creativecommons.org/licenses/by-nc/4.0/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv https://creativecommons.org/licenses/by-nc/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv 16
dc.publisher.none.fl_str_mv OmniaScience
publisher.none.fl_str_mv OmniaScience
dc.source.none.fl_str_mv reponame:Recercat. Dipósit de la Recerca de Catalunya
instname:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
instname_str Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
reponame_str Recercat. Dipósit de la Recerca de Catalunya
collection Recercat. Dipósit de la Recerca de Catalunya
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15,198674

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