Creating Emotional Brand Attachment through Immersive Worlds in Brick-and-Mortar Stores

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Attachment through Immersive Worlds in Brick-and-Mortar Stores</title> <meta name="description" content="Creating Emotional Brand Attachment through Immersive Worlds in Brick-and-Mortar Stores"> <meta name="keywords" content="experience design, emotional brand attachment, retail design, case study"> <meta name="viewport" content="width=device-width, initial-scale=1, minimum-scale=1, maximum-scale=1, user-scalable=no"> <meta charset="utf-8"> <link href="https://cdn.waset.org/favicon.ico" type="image/x-icon" rel="shortcut icon"> <link href="https://cdn.waset.org/static/plugins/bootstrap-4.2.1/css/bootstrap.min.css" rel="stylesheet"> <link href="https://cdn.waset.org/static/plugins/fontawesome/css/all.min.css" rel="stylesheet"> <link href="https://cdn.waset.org/static/css/site.css?v=150220211555" rel="stylesheet"> </head> <body> <header> <div class="container"> <nav class="navbar navbar-expand-lg navbar-light"> <a class="navbar-brand" href="https://waset.org"> <img 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publication-listing mt-3 mb-3"> <h5 class="card-header" style="font-size:.9rem">Creating Emotional Brand Attachment through Immersive Worlds in Brick-and-Mortar Stores</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Sanne%20Dollerup">Sanne Dollerup</a> </p> <p class="card-text"><strong>Abstract:</strong></p> This paper is an analysis of the store Tarina Tarantino through an exploration of different perspectives of play. It is based on Yelp reviews where customers disclose a very positive emotional reaction toward the store. The paper proposes some general principles for designing immersive stores based on ‘possible world’ theory. The aim is to disclose essential condition for customer engagement is an overall cohesiveness in all elements in a store. The most significant contribution in this paper is that products become props for role-playing in a store, hence making them central for maintaining that role outside the store. <iframe src="https://publications.waset.org/abstracts/96940.pdf" style="width:100%; height:400px;" frameborder="0"></iframe> <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=experience%20design" title="experience design">experience design</a>, <a href="https://publications.waset.org/abstracts/search?q=emotional%20brand%20attachment" title=" emotional brand attachment"> emotional brand attachment</a>, <a href="https://publications.waset.org/abstracts/search?q=retail%20design" title=" retail design"> retail design</a>, <a href="https://publications.waset.org/abstracts/search?q=case%20study" title=" case study"> case study</a> </p> <a 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Creating Emotional Brand Attachment through Immersive Worlds in Brick-and-Mortar Stores