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

Adnan Zogaj, Stephan Olk and Dieter K. Tscheulin

Journal of Retailing and Consumer Services, 2019, vol. 50, issue C, 111-121

Abstract: 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.

Keywords: Pop-up stores; Perceived uniqueness; Hedonic shopping; Scarcity (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:50:y:2019:i:c:p:111-121

DOI: 10.1016/j.jretconser.2019.05.002

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