The amaz(e)ing brand experience: Exploring the impact of a maze-like store layout on brand experience
(2023) BUSN21 20232Department of Business Administration
- Abstract
- Purpose: The purpose of this paper is to investigate the concepts of brand experience in relation to companies’ use of a maze-like in-store floor plan.
Aim: To explore if the maze-like store structure affects the four dimensions of brand experience.
Methodology/Approach: This study was carried out using secondary and primary research. The secondary research consists of a comprehensive review on existing literature on the chosen topic. The primary research was conducted using a self-completion questionnaire.
Findings: The paper finds that a maze-like structure affects the brand experience by activating its four dimensions. Next, it shows the dependency of the maze on the specific brand utilising the layout. Lastly, our study... (More) - Purpose: The purpose of this paper is to investigate the concepts of brand experience in relation to companies’ use of a maze-like in-store floor plan.
Aim: To explore if the maze-like store structure affects the four dimensions of brand experience.
Methodology/Approach: This study was carried out using secondary and primary research. The secondary research consists of a comprehensive review on existing literature on the chosen topic. The primary research was conducted using a self-completion questionnaire.
Findings: The paper finds that a maze-like structure affects the brand experience by activating its four dimensions. Next, it shows the dependency of the maze on the specific brand utilising the layout. Lastly, our study indicates that some dimensions are easier to measure than others.
Originality/value: This paper is the first of its kind to examine the relationship between labyrinthe in-store layouts and brand experience. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9141190
- author
- Gasienica, Karol LU ; Markkanen, Tuuli Maria LU and Wasserfaller, Elisa Paulina LU
- supervisor
-
- Frans Melin LU
- organization
- course
- BUSN21 20232
- year
- 2023
- type
- L3 - Miscellaneous, Projetcs etc.
- subject
- keywords
- brand experience, experience economy, experiential retail, architecture, maze, layout, labyrinth
- language
- English
- id
- 9141190
- date added to LUP
- 2024-03-11 15:51:32
- date last changed
- 2024-03-11 15:51:32
@misc{9141190,
abstract = {{Purpose: The purpose of this paper is to investigate the concepts of brand experience in relation to companies’ use of a maze-like in-store floor plan.
Aim: To explore if the maze-like store structure affects the four dimensions of brand experience.
Methodology/Approach: This study was carried out using secondary and primary research. The secondary research consists of a comprehensive review on existing literature on the chosen topic. The primary research was conducted using a self-completion questionnaire.
Findings: The paper finds that a maze-like structure affects the brand experience by activating its four dimensions. Next, it shows the dependency of the maze on the specific brand utilising the layout. Lastly, our study indicates that some dimensions are easier to measure than others.
Originality/value: This paper is the first of its kind to examine the relationship between labyrinthe in-store layouts and brand experience.}},
author = {{Gasienica, Karol and Markkanen, Tuuli Maria and Wasserfaller, Elisa Paulina}},
language = {{eng}},
note = {{Student Paper}},
title = {{The amaz(e)ing brand experience: Exploring the impact of a maze-like store layout on brand experience}},
year = {{2023}},
}