International flagship stores: an exploration of store atmospherics and their influence on purchase behaviour
by Marta Blazquez; Rosy Boardman; Luyu Xu
International Journal of Business and Globalisation (IJBG), Vol. 22, No. 1, 2019

Abstract: Flagship stores are luxury retailers' most prestigious market entry method and serve as impressive representations of their brand image. However, there is a lack of extant research investigating how the holistic experience created in luxury flagship stores has an effect on consumers' purchase behaviour. This study aims to fill this gap in the academic literature by using a qualitative methodology to explore how the atmospheric cues in luxury flagship stores influence consumers' impressions of the brand and, ultimately, their impulse and non-impulse purchase behaviour. The findings show that atmospheric cues and design features have a significant impact on the perceived brand image and on both impulse and non-impulse purchase behaviour. Furthermore, the results show that the most influential atmospheric cues on purchase behaviour are the customer service provided, followed by the product displays, the layout of the store and the design and experience of the fitting rooms.

Online publication date: Mon, 21-Jan-2019

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business and Globalisation (IJBG):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email