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Designing communication and brand experience in-store: the contribution of CCT
Journal Title: MERCATI E COMPETITIVITÀ 
Author/s: Francesco Massara 
Year:  2014 Issue: 1 Language: Italian 
Pages:  22 Pg. 61-82 FullText PDF:  635 KB
DOI:  10.3280/MC2014-001004
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The paper discusses the salience of the in-store communication and of the retail brand experience in today’s retail business. Using a buying behaviour model the author highlights that the role of the store as a media is prominent respect to the same distributive function of the store. The paper concludes by analyzing cases from the literature on the Consumer Culture Theory (CCT) to support the conceptual schema.
Keywords: Visual merchandising, in-store communication, brand experience, buying behavior, store, CCT.

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Francesco Massara, Designing communication and brand experience in-store: the contribution of CCT in "MERCATI E COMPETITIVITÀ" 1/2014, pp. 61-82, DOI:10.3280/MC2014-001004

   

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