Linking Pop-up Brand Stores to Brand Experience and Word of Mouth: The case of luxury retail

Jan F. Klein*, Tomas Falk, Franz Rudolf Esch, Alexei Gloukhovtsev

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

58 Citations (Scopus)

Abstract

Facing the risk of being perceived as old-fashioned and outdated, luxury brands need to seek novel ways of providing brand experiences while reaching out to both existing and new target groups. This study investigates the effectiveness of pop-up brand stores at addressing this challenge in the context of luxury retail. Analyzing survey data from 345 visitors of two luxury car brand pop-up stores in the US and in the UK, the study finds that pop-up brand stores' hedonic shopping value, store uniqueness, and store atmosphere increase consumers' word of mouth intentions (WOM) towards the brand. Brand experience mediates the effect of these pop-up brand store characteristics on WOM. Finally, while the link between hedonic shopping value and WOM is stronger for low levels of brand familiarity, store uniqueness exerts a stronger effect on WOM in case of high levels of brand familiarity.

Original languageEnglish
Pages (from-to)5761-5767
Number of pages7
JournalJournal of Business Research
Volume69
Issue number12
DOIs
Publication statusPublished - 1 Dec 2016
MoE publication typeA1 Journal article-refereed

Keywords

  • Brand experience
  • Brand familiarity
  • Customer experience management
  • Experiential retail
  • Luxury brand
  • Pop-up brand store

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