The amaz(e)ing brand experience: Exploring the impact of a maze-like store layout on brand experience
Purpose: The purpose of this paper is to investigate the concepts of brand experience in relation to companies’ use of a maze-like in-store floor plan. Aim: To explore if the maze-like store structure affects the four dimensions of brand experience. Methodology/Approach: This study was carried out using secondary and primary research. The secondary research consists of a comprehensive review on