Best in brief
When bands shift brands
Michael Morrison & Michael Beverland
Music is an important variable in helping retailers to create experiences and connect with customers' emotions. The evidence suggests that if you the music right, you can improve the evaluation of store environment, ease the negative aspects queues and improve perceptions of a store's service. However, if you get it wrong, people will irritated.
Abercombie & Fitch use music as a positioningIt helps position the...