Go pop-up: Effects of temporary retail on product- and brand-related consumer reactions

The shopping experience itself is becoming increasingly important in today's markets. As a result, a growing number of brands are opening pop-up stores. The focus of these time-limited stores is on the hedonic shopping value, which aims to offer consumers a unique experience and strengthen brand-consumer loyalty. In contrast, this study suggests that there is an effect on product-related rather than on brand-related reactions. Therefore, we first determined two central store-characteristics: time scarcity and hedonic shopping value. Then, by conducting two studies, we show by considering both short-term and long-term consumer reactions that only an effect on product-related reactions can be confirmed.