The amaz(e)ing brand experience: Exploring the impact of a maze-like store layout on brand experience

Abstract: 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 existing literature on the chosen topic. The primary research was conducted using a self-completion questionnaire. Findings: The paper finds that a maze-like structure affects the brand experience by activating its four dimensions. Next, it shows the dependency of the maze on the specific brand utilising the layout. Lastly, our study indicates that some dimensions are easier to measure than others. Originality/value: This paper is the first of its kind to examine the relationship between labyrinthe in-store layouts and brand experience.