Skyltfönster som kommunikationsverktyg- En kvantitativ studie om kreativa och mindre kreativa skyltfönsters effekter
This research examines the effects of creative store window displays of fashion brands in enhancing recall, attitudes, intentions and brand associations. A comparison has been made between high-end and low-end brands, creative versus non creative store window displays to identify differences in effects. The theory applied in this study has been used from creative advertising effects due to the lack of relevant research in store window display effects. Therefore this study is a contribution to the research of store window effects. The method used in this study compare fashion high-end brand with fashion low-end brand by placing the products in the store window display where the creativity has been manipulated. The judges of creativity have been consumers as oppose to visual merchandising professionals. The results found that creative store window display have a positive effect on brand word-of-mouth, the perception of novelty and brand associations like unique and tuff. Unaided recall was in favor for the non-creative store window display. Creative store window display did not enhance the window display attitude, the brand attitude or the products attitude, neither did it enhance purchase intention or aided recall.To summarize, the creative store display is a good communication tool to spread the word about the brand, and to differentiate the brand or to enhance the image of a more novel, unique and tuff brand. The low-end brand can gain more from creativity than the high-end brand which perceives as more competent and sophisticated when its window display is not creative. It comes down to which attributes the brand wants to be associated with. If the high-end brand wants to be perceived as novel the creative window display can help it achieve that. If competence and sophistication are more important to mediate then the less creative window display is a better option. The low-end brand can gain brand word-of-mouth, novelty and unique and tuff associations by using creative store window display.