Abstract: The luxury retail landscape has undergone significant transformation, particularly in global fashion capitals such as Paris, where consumer expectations extend beyond product quality to encompass immersive experiential elements. This study investigates the influence of store atmosphere and brand heritage on consumer perception and purchase intention within the luxury brand marketing context in Paris. Unlike mass-market retail approaches, luxury brands in Paris leverage sophisticated store environments and centuries-old heritage narratives to create differentiated consumer experiences that foster emotional connections and drive purchasing behavior. Adopting a quantitative research design, this study integrates survey data collected from 350 luxury consumers who have visited luxury brand stores in Paris, including both local residents and international tourists. Participants reported their perceptions of store atmosphere (visual, auditory, olfactory, and spatial elements), brand heritage (history, authenticity, tradition, and craftsmanship), consumer perception (brand image, quality perception, and prestige), and purchase intention. The findings indicate that both store atmosphere and brand heritage significantly enhance consumer purchase intention. This effect is primarily attributed to increased emotional engagement and perceived authenticity generated by immersive store environments and compelling heritage narratives. The study identifies consumer perception as a mediating factor between store atmosphere/brand heritage and purchase intention, while the interaction between store atmosphere and brand heritage demonstrates a synergistic effect that strengthens this relationship. The results suggest that when consumers perceive luxury store environments as aesthetically pleasing and brand heritage as authentic, they are more likely to develop favorable attitudes toward the brand and exhibit stronger purchase intentions. The combination of superior store atmosphere and rich brand heritage produces the strongest consumer responses. This research contributes to the growing body of literature on luxury marketing and consumer behavior by providing empirical evidence on the effectiveness of store atmosphere and brand heritage in influencing consumer perception and purchase intention in the Paris luxury market. It also offers practical implications for luxury brand managers seeking to optimize retail strategies through the integration of atmospheric design and heritage communication. Keywords: Luxury Brand Marketing; Store Atmosphere; Brand Heritage; Consumer Perception; Purchase Intention; Paris Retail; Luxury Consumer Behavior; Brand Authenticity. Title: Luxury Brand Marketing in Paris: The Role of Store Atmosphere and Brand Heritage in Consumer Perception and Purchase Intention Author: QUERCH NADA International Journal of Novel Research in Marketing Management and Economics ISSN 2394-7322 Vol. 13, Issue 2, May 2026 - August 2026 Page No: 1-17 Novelty Journals Website: www.noveltyjournals.com Published Date: 28-May-2026 DOI: https://doi.org/10.5281/zenodo.20427895 Paper Download Link (Source) https://www.noveltyjournals.com/upload/paper/Luxury%20Brand%20Marketing%20in%20Paris-28052026-1.pdf
QUERCH NADA (Thu,) studied this question.