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Abercrombie & Fitch

S/B/629. Dissertation. How do consumers experience the Abercrombie & Fitch Brandscape?

WORDS:

14800

DATE:

2011

PRICE:

149.99 GBP

This dissertation focuses on branding and aims to assess how consumers experience the Abercrombie & Fitch Brandscape. The background to the concept of the “Brandscape” is provided along with an examination of Abercrombie & Fitch the fashion brand. The study aims to investigate the role of the store atmospherics in framing consumer experiences of the Brand, to explore how consumers react with the post modern retail spectacle, and to determine the importance of the physical retail environment in the development of consumer-brand relationships. The review of literature focuses on a wide range of topics, some of which include branding, store atmospherics, Brandscape, Brand Narratives, and Servicescape. The study then follows with the research methodology which evaluates many aspects of the study including research approaches, sampling, and reliability. This is followed by an analysis of the data collected from the interviews that were held.

KEYWORDS: Dissertation, branding, Abercrombie & Fitch, fashion, consumer-brand relationships, atmospherics, Brandscape, Brand Narratives, Servicescape,