Pregled bibliografske jedinice broj: 934878
Atmosphere as a store communication tool
Atmosphere as a store communication tool // Handbook of Research on Retailer-Consumer Relationship Development / Musso, Fabio ; Druica, Elena (ur.).
Hershey (PA): IGI Global, 2014. str. 239-257 doi:10.4018/978-1-4666-6074-8.ch013
CROSBI ID: 934878 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Atmosphere as a store communication tool
Autori
Renko, Sanda
Vrsta, podvrsta i kategorija rada
Poglavlja u knjigama, znanstveni
Knjiga
Handbook of Research on Retailer-Consumer Relationship Development
Urednik/ci
Musso, Fabio ; Druica, Elena
Izdavač
IGI Global
Grad
Hershey (PA)
Godina
2014
Raspon stranica
239-257
ISBN
978-1-466660748
Ključne riječi
atmosphere, store patronage, consumers
Sažetak
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.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
Citiraj ovu publikaciju:
Časopis indeksira:
- Scopus
