Highlights: [�] Store image strongly impacts brand attitude, brand attachment, and brand equity through the mediation of brand experience. [�] Brand experience is introduced as a new mediator to the academic retailing literature. [�] For the same brand, the store type (flagship vs. brand store) moderates the impact of store image on brand experience. [�] The impact of store image on brand experience is increased for the flagship. [�] Consumers� in-store brand experiences can be increased by appealing to their emotions, senses, behaviors, and cognition
© 2001-2024 Fundación Dialnet · Todos los derechos reservados