Assessing flagship store effectiveness : updating brand experience and its consequences by using the example of two national brands in the fast-moving consumer goods industry

This thesis covers (i) the application of the flagship store in the fast-moving consumer goods industry as a communication tool, (ii) the inclusion of future brand-directed consumer behavior (i.e., future brand loyalty, word-of-mouth advertising, standard and special product sales in the flagship store), (iii) the inclusion of moderators that affect brand experience creation or dilution (i.e., number of prior visits, visit intentionality, pre-existing brand loyalty), (iv) the effect of in-store attractions on brand experience creation or dilution (i.e., augmented brand display, interactive ...