دانلود رایگان مقاله پیوند فروشگاه برند پاپ آپ برای تجارب برند دهان به دهان بررسی خرده فروشی لوکس

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Facing the risk of being perceived as old-fashioned and outdated, luxury brands need to seek novel ways of providing brand experiences while reaching out to both existing and new target groups.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.

9. Limitations, suggestions for further research, and conclusion

9.1. Limitations, suggestions for further research This study is not without limitations. The combination of a pop-up brand store and a luxury brand, which offers hedonic appeal in itself (Hagtvedt & Patrick, 2009), might reinforce the effects in the tested model, which potentially limits the generalizability of the findings beyond luxury brands. Considering that non-luxury brands such as eBay and IKEA already make use of the pop-up brand store concept, extending research on volume brands seems to be a worthwhile endeavor. As the focus of this study is on the characteristics of experiential stores, the study does not consider the role of other consumers as an influence on consumers' brand experience. In a recent study, Bellezza and Keinan (2014) find that under certain circumstances, so called brand tourists (e.g., visitors of the pop-up brand stores) enhance the brand image of actual customers instead of diluting it. Analyzing whether the perception of other consumers within a pop-up brand store influences the experience of a luxury brand would add an interesting perspective to the explanation of pop-up brand stores' effectiveness.