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

被引:20
作者
Zogaj, Adnan [1 ]
Olk, Stephan [1 ]
Tscheulin, Dieter K. [1 ]
机构
[1] Albert Ludwigs Univ Freiburg, Dept Mkt, Freiburg, Germany
关键词
Pop-up stores; Perceived uniqueness; Hedonic shopping; Scarcity; WORD-OF-MOUTH; UNIQUENESS; NEED; SCARCITY; STORE; EXPERIENCE; PRICE; SATISFACTION; CONSUMPTION; FEELINGS;
D O I
10.1016/j.jretconser.2019.05.002
中图分类号
F [经济];
学科分类号
02 ;
摘要
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.
引用
收藏
页码:111 / 121
页数:11
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