The impact of different creative display techniques on brand and purchase outcomes

Abstract

Retailers employ varied display strategies in pursuit of profit optimization; however, each strategy entails both advantages and drawbacks. This research aims to investigate how different creative levels of product display influence customers’ attitude towards the brand and purchase intention, considering the mediating effects of display attention drawing, perceived coolness, enjoyment, and novelty. To test the proposed model, we conducted an online experiment involving three display conditions and a sample of 251 respondents. The findings suggest that opting for a “more creative” product display, as opposed to a “less creative” one, enhances attention drawing, coolness, enjoyment, and perceived novelty. However, from all of these factors, only perceived coolness and novelty mediate the relationship between product display and customers’ attitudes towards the brand, as well as their purchase intention. Building upon these findings, the research delves into theoretical contributions and offers practical insights for retailers, suggesting the adoption of “more creative” product displays. Limitations and future research directions are also discussed.

Date of Award	17 Jul 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Maher Georges Elmashhara (Supervisor)