The impact of store atmosphere on brand image: A research on clothing stores in Afyonkarahisar

Nowadays consumption and production increase, competition is seriously difficult. Companies are intensely recruiting, trying to differentiate through various studies and trying to increase their preference. Especially, the concept of store atmosphere which is confronted in clothing stores is a whole of a series of studies that will provide consumers with good and pleasant time in sensible ways to leave the stores with pleasure. The brand image, which is another component of the research, can be defined in a simple sense as the attitude or judgment that belongs to the mark in the mind of the consumer. The concept of store atmosphere was examined in five sub-dimensions and the relationship between brand image subdimensions was examined and it was investigated whether these two alterations affect each other. In order to see the relationship between the two variables, firstly the question was asked to the consumers through the questionnaire, and the aspects of the store atmosphere and brand image were asked. This research was carried out within the boundaries of Afyonkarahisar province with a survey of 450 people. The results of the analysis of the questionnaire data and the effect of the atmospheric brand image on clothing stores were examined with various hypotheses and the results were interpreted. In addition, the effect of the brand image of the demographics of the respondents was also investigated