El establecimiento comercialDe la caja negra a la caja emocionante

  1. Enrique Bigné Alcañíz 1
  1. 1 Univeritat de València
Book:
Estrategias competitivas en canales de distribución comercial tradicional "versus" on-line
  1. Vázquez Casielles, Rodolfo (coord.)
  2. Juan A. Trespalacios Gutiérrez (coord.)
  3. Eduardo Estrada Alonso (coord.)
  4. Celina González Mieres (coord.)

Publisher: Cátedra Fundación Ramón Areces de Distribución Comercial ; Universidad de Oviedo

ISBN: 978-84-8367-357-7

Year of publication: 2011

Pages: 37-51

Type: Book chapter

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Abstract

The objective of this paper is to analyze the retailer’s decisions from a sensory marketing perspective. With this aim we show the main findings of two studies that conciliate three approaches : (1) consideration of several in and out atmosphere’s elements of the retailer and their relationship with firm’s performance through the consumer’s emotions; (2) supply of store brands (also known as private labels) and their influence on store image; (3) integration of sensory marketing in both, the design of the store atmosphere and the development of a private label portfolio, which can stimulate positive consumer’s emotional experience to encourage the retailer’s image and consumer loyalty.

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