Logkizidou, M (2021) The Neglected Unity-in-Variety Principle: A Holistic Rather Than a Single-Factor Approach in Conceptualising a Visual Merchandise Display. Journal of Global Fashion Marketing. ISSN 2093-2685
Abstract
While retailers cannot stress enough the fact that, in reality, a variety of store design cues combine to make a merchandise’s visual display (VMD), the product presentation research focuses mostly on investigating the effect of a single retail display cue, at a time, on consumer product evaluations. But, is “unity-in-variety” a neglected principle in the product presentation research? Scholars are increasingly suggesting more systematic study to identify combinations of key store cues that shape a product’s display for more pertinent for the retailing practice exploratory research. In response, the present article reviews the relevant literature and organises the findings to propose a qualitative typology of VMD cues that can capture, holistically, the VMD construct. The proposed typology is then confirmed in two studies. The identified VMD cues are classified into five key VMD element categories (factors) comprising display fixtures, materials, organisation, staging technique and lighting, and all factors load on one higher-order VMD construct.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2021 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group. This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way. |
Keywords: | Visual merchandise display; unity-in-variety; product presentation; store atmospherics; product perception |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Arts, Humanities and Cultures (Leeds) > School of Design (Leeds) |
Depositing User: | Symplectic Publications |
Date Deposited: | 18 May 2021 14:26 |
Last Modified: | 01 Sep 2021 13:33 |
Status: | Published online |
Publisher: | Routledge |
Identification Number: | 10.1080/20932685.2021.1930097 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:174075 |