Published Paper Details:

This study aims to investigate the impact of Store atmospherics in a retail store. This study also investigates the indirect effects mediated by perceived risk and price consciousness on these relationships. Brand awareness measures the accessibility of brand in memory, and can be measured through brand recall or brand recognition the recall of the brands in post purchase satiation having focus on effects of advertisement and media which help in the recall of the product. The variables which are used in the study are Brand value, Brand Engagement, Behavioural intention on Store atmospherics and brand salience. It was observed that the place and space of the advertisement play an important role in therecall of the brand besides this the proper categorization and shelving of the product also play a significant role in the recall. Questionnaire is used to collect data using convenience sampling from different age groups residing in Bangalore and exploratory factor analysis, SPSS 26 is used to analyze the data. The results of this study reveal, how instore branding is having an impact on the customer brand recall and loyalty. The literature reviews which were referred are mostly based on the relationship between Brand salience and the customer buying behavior or various studies are done based on the branding, Packaging and sales promotion, in this study we are finding the relation between the In-store branding and brand salience by using memory theory.