http://thesa.inist.fr/ read on the subject of a doctoral thesis symbolic functions of the brand, distribution, experience design spaces for sale
Symbolic functions - Retail - Design Experience
Status: During
Date of defense: December 31, 2012
Type of thesis: PhD
French Abstract:
Start a new store format in order to positively influence the actions of customers in the place of purchase and encourage consumers to maintain a lasting relationship with the sign is an axis of development widely acclaimed by the distributors. Nevertheless, they embark on the establishment of a new commercial space on an almost intuitive and delegate design to designers and architects, actors usually so providers outside the company. Given the investment and the challenge posed by the introduction (creation or modification) of a point of sale [let alone an entire network], it seems logical that retail brands engage their thinking on innovation before issuing any tender designers. The innovation is even better protected as it is less comparable as possible, a new store format must be able to capitalize on "acquired" specific brand (or brand), implied that contribute (or contribute ) to its perceived value by customers (current and / or future). Thus, a fundamental step should be to identify upstream latent functions inherent in the brand (or brand), which constitute the levers of creating future store formats. This research aims to build, initially, a model to address the functions of the sign (or mark) the impact on customer behavior. A review of the literature and an exploratory study with experts will establish such a model. In a second step, the model will be tested and defined in a context of market penetration of a new store format.
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