The Influence of Visual Merchandising on Store Patronage in the Fast-Fashion Stores in Indonesia: The Role of Shopping Value and Self-Congruity
The study examined direct and indirect effects of visual merchandising on store patronage in a fast-fashion retail context. Adopting the Stimulus-Organism-Response (S-O-R) theory, this study aimed to investigate the relationships of visual merchandising, self-congruity, consumers’ perceived shopping...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universitas Gadjah Mada
2020-12-01
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| Series: | Gadjah Mada International Journal of Business |
| Subjects: | |
| Online Access: | https://jurnal.ugm.ac.id/gamaijb/article/view/56349 |