TY - JOUR
T1 - Linking Pop-up Brand Stores to Brand Experience and Word of Mouth
T2 - The case of luxury retail
AU - Klein, Jan F.
AU - Falk, Tomas
AU - Esch, Franz Rudolf
AU - Gloukhovtsev, Alexei
PY - 2016/12/1
Y1 - 2016/12/1
N2 - Facing the risk of being perceived as old-fashioned and outdated, luxury brands need to seek novel ways of providing brand experiences while reaching out to both existing and new target groups.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.
AB - Facing the risk of being perceived as old-fashioned and outdated, luxury brands need to seek novel ways of providing brand experiences while reaching out to both existing and new target groups.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.
KW - Brand experience
KW - Brand familiarity
KW - Customer experience management
KW - Experiential retail
KW - Luxury brand
KW - Pop-up brand store
UR - http://www.scopus.com/inward/record.url?scp=84989779314&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2016.04.172
DO - 10.1016/j.jbusres.2016.04.172
M3 - Article
AN - SCOPUS:84989779314
SN - 0148-2963
VL - 69
SP - 5761
EP - 5767
JO - Journal of Business Research
JF - Journal of Business Research
IS - 12
ER -