Abstract
This paper analyses the influence of fashion retail store lighting on the brand classification and brand personality. Four different interiors with four specific light scenes were combined to form 16 different scenes. The fashion retail stores include stereotypes for low budget, colour, black box and minimalism, and lighting scenes with general lighting, vertical illumination, accent lighting and projection. The results revealed that the lighting had an impact on the brand classification with regard to the factors of social status and value orientation and on the brand personality with regard to the factors of temperament, competence, attractiveness and naturalness. The economic analysis of price perception in relation to investment or operating costs does not show significant correlations.
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