THE IMPACT OF STORE ATMOSPHERICS ON LUXURY & HIGH-END FASHION BRAND EXPERIENCE

Abstract

A customer’s brand experience has been approved as the most important aspect of a retail store. This study explores the impact of store atmospherics on the luxury/high-end fashion brand experience and how it affects the consumer behavior and purchasing power in the Middle East, especially in Jeddah. Moreover, the main objective of this research is to understand the impact of Store atmosphere on luxury brand experience. Furthermore, the research aims to study store atmospherics from different aspects which include; store lighting, scent at a store, merchandise display, and music inside a store. The questionnaire design used to collect data for this research is an online closed ended self-completed offline and online surveys. Hence, an online survey was conducted on 251 luxury consumers in Jeddah, Saudi Arabia to test the proposed hypothesis. The findings of this study indicated that store atmospherics have a significant positive effect on consumer’s luxury brand experience, the research findings have been supported by previous studies. Moreover, store atmospherics have a positive concrete impact on the Saudi customer’s purchasing power and decision making in many cases as they are luxurious driven consumers.