Once they've been there, they like to share : capitalizing on ephemerality and need for uniqueness to drive word of mouth for brands with pop-up stores
Year of publication: |
2023
|
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Authors: | Henkel, Laura ; Toporowski, Waldemar |
Published in: |
Journal of the Academy of Marketing Science. - Dordrecht : Springer Netherlands, ISSN 1552-7824, ZDB-ID 2067360-7. - Vol. 51.2023, 6, p. 1284-1304
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Subject: | Ephemerality | Experiential store | Need for uniqueness | Pop-up store | Word of mouth | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Einzelhandel | Retail trade |
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