Bargain effectiveness in differentiated store environments: When a good deal goes bad Universiteit Hasselt
Differentiation is necessary to survive in today’s homogeneous retail landscape. One way to differentiate is by making use of store atmospherics. However, other marketing tools such as offering a bargain might conflict with this store differentiation strategy. In study 1, an experimental consumer lab survey (n = 50) confirms that store environment differentiation generates positive consumer affect, evaluations and approach behaviour. In study 2, ...