Background: Consumer decision-making is shifting from the rational to the emotional, and as a result, retailers are investing in unique store atmospheric cues to capture the attention of consumers. Although not a completely new phenomenon, a lack of studies on this topic remains in Africa, an emerging economy that is rapidly becoming part of the global economy. This is especially evident in the fashion industry where global fashion chain stores are rapidly infiltrating the local market. Objectives: This article aims to investigate the influence of store environment on purchase intention of fashion products with brand attitude and brand experience as the mediators. Method: By means of a quantitative study, 501 online self-administered surveys were distributed among black middle-class women residing in Johannesburg. Results: The results support four of the five hypotheses. It is therefore evident that store environment positively influences consumer’s brand attitudes, purchase intention and brand experience in the fashion retail industry. Conclusion: This article contributes to existing literature on fashion retail, experiential marketing and branding. It further provides retailers with adequate insight into experiential retail strategies that can yield profitable returns and increase their customer loyalty base.

中文翻译：

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店铺环境对品牌态度，品牌体验和购买意愿的影响

背景：消费者的决策已从理性转向情感，因此，零售商正在投资于独特的商店氛围线索以吸引消费者的注意力。尽管这不是一个全新的现象，但非洲仍然是一个缺乏研究的国家，非洲是一个新兴经济体，正在迅速成为全球经济的一部分。这在时装业尤为明显，那里的全球时装连锁店正在迅速渗透到当地市场。目的：本文旨在以品牌态度和品牌体验为中介，研究商店环境对时尚产品购买意愿的影响。方法：通过定量研究，对居住在约翰内斯堡的黑人中产阶级妇女进行了501项在线自我管理调查。结果：结果支持五个假设中的四个。因此，很明显，商店环境对时尚零售业中消费者的品牌态度，购买意愿和品牌体验产生积极影响。结论：本文为有关时装零售，体验式营销和品牌的现有文献做出了贡献。它进一步为零售商提供了对体验性零售策略的充分了解，这些策略可以产生可观的回报并增加其客户忠诚度。