Akademik Veri Yönetim Sistemi
V. International Scientific and Vocational Studies Congress – Engineering (BILMES EN 2020), 12 - 15 Aralık 2020, ss.484-500
Abstract
With the impression it creates on perceptions through various experiences, brand image can direct
the shopping behavior of consumers. One way to experience the brand is through store
atmospheres. It is important how many features of store atmospheres evoke an association with
consumers and that these associations are positive, strong and unique. It is expected that the brand
image shaped by the store atmosphere characteristics will positively affect the consumers' attitudes
towards shopping in the store. In this research, based on the atmosphere characteristics of a series
of stores, the evaluation of the brand image has been made on the basis of the positivity, strength
and uniqueness of the associations. Consumers' attitudes towards shopping from the store were
evaluated by considering both their feelings, thoughts and behavioral tendencies. A well-known
store brand has been identified in clothing products. By visiting stores located in different
locations, 373 people with the potential to become customers were interviewed face to face and
survey data were collected. As expected, brand image positively affects the attitudes of consumers
to shop at the store.
Keywords: Brand İmage, Associations, Attitude, Store Atmosphere.