engleski

Atmosphere as a store communication tool

This chapter provides a conceptual framework for studying the influence of store atmosphere on the store patronage. The chapter presents main dimensions which constitute conventional retail stores atmosphere and clarifies the manipulation of elements such as colour, lighting, signage, etc. within the store to communicate retailer`s messages to customers. The topic is investigated from both retailers` and customers` perspective. The chapter concludes that both consumers and retailers prioritize functional cues in modern retailing forms.

atmosphere, store patronage, consumers

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