{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,11,7]],"date-time":"2025-11-07T13:30:10Z","timestamp":1762522210488,"version":"3.44.0"},"reference-count":56,"publisher":"Emerald","issue":"2","license":[{"start":{"date-parts":[[2019,3,11]],"date-time":"2019-03-11T00:00:00Z","timestamp":1552262400000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["IMDS"],"published-print":{"date-parts":[[2019,3,11]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title><jats:p>The purpose of this paper is to investigate the relationship between several aspects of store flyers design (presence of a institutional slogan, type of product (national brand (NB) or store brand (SB)) featured on the cover page, the size of the flyer, number of featured NBs, type of brand (NB vs SB) on promotion, and price difference between the most expensive (NB) and the cheapest SB) and the consumer\u2019s perceived variety of the retailer\u2019s assortment, as a dimension of its global image.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>A mixed laboratory experiment that combined a between-subjects experimental design and inter-subject conjoint analysis was conducted. A fictitious flyer from a fictitious supermarket was created that included both real NBs and fictitious SBs. In total, 12 scenarios (i.e. flyers) were tested using a sample of 406 participants.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>Analysis suggests that longer flyers have the greatest influence on consumers\u2019 perceived variety of a retailer\u2019s assortment; a greater number of NBs in a category influenced consumers\u2019 perceptions positively, and featuring SBs on the cover enhanced perceived variety. If a retailer features SBs on a flyer\u2019s cover, longer flyers are recommended, and shorter flyers are recommended if NBs are featured on the cover. A retailer should promote its own brand only if the most expensive NBs are featured with SBs.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Research limitations\/implications<\/jats:title><jats:p>This study analyses a single aspect of consumers\u2019 purchasing behaviors \u2013 variety of a retailer\u2019s assortment. Future research should examine other variables related to consumers\u2019 purchasing behaviors. This study uses an online context to test hypotheses, but many aspects of flyer design are physical. Future research should test current findings in offline contexts to compare results. Research should also explore moderation by consumer variables such as brand and store loyalty.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title><jats:p>To researchers, the authors offer improved understanding of how a flyer\u2019s design affects the first stage of purchasing. To practitioners, results offer better understanding of positive returns on investment of store flyers, and to retailers, results offer a guide to creating and organizing flyers.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This study is first to assess how a flyer\u2019s design influences a dimension of store image. Unlike extant research that examines store flyers using econometric models at the aggregate level, this study uses a laboratory experiment that combines a between-subjects design with conjoint analysis.<\/jats:p><\/jats:sec>","DOI":"10.1108\/imds-04-2018-0149","type":"journal-article","created":{"date-parts":[[2018,9,24]],"date-time":"2018-09-24T10:06:10Z","timestamp":1537783570000},"page":"382-396","source":"Crossref","is-referenced-by-count":7,"title":["How store flyers design affect perceived variety of retailers\u2019 assortment"],"prefix":"10.1108","volume":"119","author":[{"given":"Maciel","family":"Prediger","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-6272-132X","authenticated-orcid":false,"given":"Ruben","family":"Huertas-Garcia","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-9181-2850","authenticated-orcid":false,"given":"Juan Carlos","family":"G\u00e1zquez-Abad","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","reference":[{"issue":"2","key":"key2020092411032261500_ref001","doi-asserted-by":"crossref","first-page":"91","DOI":"10.1287\/mksc.17.2.91","article-title":"Similarities in choice behavior across product categories","volume":"17","year":"1998","journal-title":"Marketing Science"},{"issue":"5","key":"key2020092411032261500_ref002","doi-asserted-by":"crossref","first-page":"237","DOI":"10.1108\/07363760610681646","article-title":"Extrinsic cues and perceived risk: the influence of consumption situation","volume":"23","year":"2006","journal-title":"Journal of Consumer Marketing"},{"issue":"3","key":"key2020092411032261500_ref003","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1177\/002224299105500301","article-title":"Contextual effects of reference prices in retail advertisements","volume":"55","year":"1991","journal-title":"The Journal of Marketing"},{"issue":"1","key":"key2020092411032261500_ref004","doi-asserted-by":"crossref","first-page":"67","DOI":"10.1002\/mar.4220100106","article-title":"How advertising slogans can prime evaluations of brand extensions","volume":"10","year":"1993","journal-title":"Psychology and Marketing"},{"edition":"2nd ed.","volume-title":"Statistics for Experimenters: Design, Innovation, and Discovery","year":"2005","key":"key2020092411032261500_ref005"},{"issue":"5","key":"key2020092411032261500_ref006","doi-asserted-by":"crossref","first-page":"7","DOI":"10.1080\/00218499.1999.12466451","article-title":"Exposure to sales flyers and increased purchases in retail supermarkets","volume":"39","year":"1999","journal-title":"Journal of Advertising Research"},{"issue":"3","key":"key2020092411032261500_ref007","doi-asserted-by":"crossref","first-page":"159","DOI":"10.1016\/j.intmar.2011.04.001","article-title":"The effect of the number of product subcategories on perceived variety and shopping experience in an online store","volume":"25","year":"2011","journal-title":"Journal of Interactive Marketing"},{"issue":"2","key":"key2020092411032261500_ref008","doi-asserted-by":"crossref","first-page":"72","DOI":"10.1080\/10696679.1998.11501797","article-title":"Alternative modes of measuring store image: an empirical assessment of structured versus unstructured measures","volume":"6","year":"1998","journal-title":"Journal of Marketing Theory and Practice"},{"key":"key2020092411032261500_ref009","unstructured":"Delgado, C. 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