[雙語翻譯]外文翻譯--時尚零售店的視覺營銷如何影響消費者的品牌態(tài)度和購買意愿？

1、6100 英文單詞， 英文單詞，3.7 萬英文字符，中文 萬英文字符，中文 1.1 萬字 萬字文獻出處： 文獻出處：Park H H, Jeon J O, Sullivan P. How does visual merchandising in fashion retail stores affect consumers’ brand attitude and purchase intention?[J]. The Internatio

2、nal Review of Retail, Distribution and Consumer Research, 2015, 25(1): 87-104.How does visual merchandising in fashion retail stores affect consumers’ brand attitude and purchase intention?Hyun Hee Park, Jung Ok Jeon and

3、 Pauline SullivanConsumers’ perceptions of visual merchandising can arouse consumers’ in-store merchandise exploration, such as interacting with products, differentiate a retail brand among competitors; contribute to bra

4、nd preference; and encourage purchase intentions. However, the combination of topics, visual merchandising and cognition, remains relatively unexplored. Thus, Study I develops measures of visual merchandising cognition a

5、nd Study II examines the impact of visual merchandising cognition on brand preference, with a focus on fashion brands. This research used mixed methods and an experimental design to empirically test the influence of visu

6、al merchandising cognition on fashion brand preferences. Confirmatory factor analysis finds three dimensions of visual merchandising cognition: in-fashion, attractiveness, and function. A structural equation model confir

7、ms a conceptual framework for the influence of visual merchandising cognition on brand preferences. In-fashion and attractiveness have a significantly positive effect on brand aesthetic attributes. Function has a signifi

8、cantly positive effect on brand utilitarian attributes. Favorable attitudes toward visual merchandising directly transfer to favorable brand attitudes that are positively associated with purchase intentions.Keywords: vis

9、ual merchandising cognition; brand salience; attitude toward visual merchandising; brand attitude; purchase intentionIntroductionStrong visual merchandising contributes to differentiated retail brand through cultural sym

10、bols and associations (Matthews et al. 2013). Cognitive dimensions of retail environment visuals influence brand recognition (Stokburger-Sauer, Ratneshwar, and Sen 2012). A conceptual approach to visual merchandising con

11、siders store design and product display (McGoldrick 1990) as strategies to stage product experiences and capture consumers’ attention in fashion stores.Visual merchandising’s strategic roles are communicating the brand a

12、nd its offer to similar target customers in all markets. It differentiates merchandise and the retail brand from competitors selling comparable products (Mehta and Chugan 2013). Consumers’ perceptions of visual merchandi

13、sing can pique their interest and motivate additional in- store merchandise exploration (Cant and Hefer 2012). Mannequins used in visual merchandising provide information that adds to consumers’ cognitive understanding o

14、f products and their social acceptability (Law, Wong, and Yip 2012). When executed correctly, visual merchandising optimizes sales and profits (Bannerjee and Yadav 2012; Kim 2013; Mehta and Chugan 2013).Yet, there is a n

15、eed for additional research about visual merchandising and cognition as the combination of these topics is relatively unexplored (Davis, Peyrefitte, and Hodges 2012; Davison 2009). This is particularly important because

16、postmodern consumers prefer visual information over textual (Binkley 2003). Thus this study comprises: (1) development of a measure of visual merchandising cognition (Study I) and (2) examining the impact of visual merch

17、andising cognition on brand attitude and purchase intention (Study II), while focusing on fashion brands.This research adds to the body of knowledge about retail merchandising and display through the visual stimuli are

18、critical to branding strategies (Henderson et al. 2003). Visual stimuli assist in building strong brands by differentiating products, creating loyalty, allowing for premium pricing, cutting through clutter, and protectin

19、g against competition (Schmitt and Simonson 1997).Therefore, smart retailers select their target market, build stores, and use advertising strategies matched to their customers’ values and self-images. Throughout the ent

20、ire store from the lease line to the back wall and everything in between, the environment should communicate the brand image. Every fixture, all signs, and store displays must fit the brand. The cash wrap, lighting fixtu

21、res, wall coverings, floor coverings, and even the restrooms should tell shoppers where they are (Bell and Ternus 2006).Consumers have expectations about visual display and when displays do not meet their expectations, t

22、he brand may be re-evaluated. Consumers clearly express both cognitive and affective behavioral responses to visual merchandising (Buchanan, Simmons, and Bickart 1999; Davies and Ward 2005). Nonetheless, they are less ab

23、le to use visual merchandising in contrast to other branding strategies, as a cue in recognizing a particular fashion brand. More recently, Cant and Hefer (2012) find visual display adds to consumers’ perceptions of stor

24、e image and character, thus establishing a context in which to identify and purchase fashion retail brands.Figure 1. A conceptual model.Conceptual model and hypothesesIn order to investigate the relationship between visu

25、al merchandising and brand preference and the psychological processes involved in patronage intentions, a conceptual framework is developed. The conceptual model shown in Figure 1 guides this study. Figure 1 adapts the t

26、heories proposed by Keller’s (2007) customer-based brand equity model to a retail setting and incorporates insights from conceptualization of how the store environment can influence consumers’ decision-making (Baker 1998

27、; Bitner 1992). Bitner (1992) suggests a variety of objective environmental factors are perceived by customers and perceived services environment may impact consumers’ internal responses. Subsequently, those responses af

28、fect consumer behavior. Keller (2007, 1993) argues that although different models of brand attitudes have been proposed, the predominant approach is based on a multi-attribute formulation in which brand attitudes are a f

29、unction of associated attributes salient brand benefits. Therefore, the overall sequence of effects in the proposed model has two hierarchies (Li 2011; Zhou et al. 2012). One is that visual merchandising cognition influe

30、nces brand salience (Li 2011; Stokburger-Sauer, Ratneshwar, and Sen 2012). It does so through aesthetic attributes, such as design, color, and image, etc. (Miranda 2009), and utilitarian attributes, including easy manage

31、ment, comfortableness, and coordination with other clothes (Law et al. 2012). These consumer perceptions, in turn, affect brand attitude and purchase intention (Groeppel-Klein 2005). Another approach is that visual merch