This SpringerBrief offers an academic perspective on the trend of ‘pop-up’ retailing. It analyzes this temporary retail-oriented setting designed to foster a direct customer-brand interaction for a limited period, often with an explicitly promotional or communicative purpose. Adopting a...

Ambush marketing is becoming a more and more relevant topic. However, most research has remained descriptive. No study has yet considered the image effects of ambush marketing using a causal model. Thus, the present paper provides a causal model of ambush marketing focusing on cognitive and...