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Go pop-up: Effects of temporary retail on product- and brand-related consumer reactions

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  • Zogaj, Adnan
  • Olk, Stephan
  • Tscheulin, Dieter K.

Abstract

The shopping experience itself is becoming increasingly important in today's markets. As a result, a growing number of brands are opening pop-up stores. The focus of these time-limited stores is on the hedonic shopping value, which aims to offer consumers a unique experience and strengthen brand-consumer loyalty. In contrast, this study suggests that there is an effect on product-related rather than on brand-related reactions. Therefore, we first determined two central store-characteristics: time scarcity and hedonic shopping value. Then, by conducting two studies, we show by considering both short-term and long-term consumer reactions that only an effect on product-related reactions can be confirmed.

Suggested Citation

  • Zogaj, Adnan & Olk, Stephan & Tscheulin, Dieter K., 2019. "Go pop-up: Effects of temporary retail on product- and brand-related consumer reactions," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 111-121.
    • Handle: RePEc:eee:joreco:v:50:y:2019:i:c:p:111-121
    DOI: 10.1016/j.jretconser.2019.05.002
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    References listed on IDEAS

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    Cited by:

    1. Li, Hui & Xu, Yunjie & Huang, Lihua, 2021. "When less is more? The contingent effect of product supply limitation in the release of new electronic products," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    2. Henkel, Laura & Toporowski, Waldemar, 2021. "Hurry up! The effect of pop-up stores’ ephemerality on consumers’ intention to visit," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    3. Adnan Zogaj & Dieter K. Tscheulin & Jörg Lindenmeier & Stephan Olk, 2021. "Linking actual self-congruence, ideal self-congruence, and functional congruence to donor loyalty: the moderating role of issue involvement," Journal of Business Economics, Springer, vol. 91(3), pages 379-400, April.
    4. Henkel, Laura & Jahn, Steffen & Toporowski, Waldemar, 2022. "Short and sweet: Effects of pop-up stores’ ephemerality on store sales," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    5. Ye, Yuchen & Yang, Yikai & Huang, Qi, 2023. "Identifying and examining the role of pop-up store design: A mixed-methods study," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    6. Rosenbaum, Mark S. & Edwards, Karen & Ramirez, Germán Contreras, 2021. "The benefits and pitfalls of contemporary pop-up shops," Business Horizons, Elsevier, vol. 64(1), pages 93-106.
    7. Miriam-Miri Retief & Bertha Jacobs & Ann-Marie Fiore, 2022. "Factors Influencing Young Consumers’ Impulse Intentions Toward Visiting Pop-Up Stores in South Africa," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 2(15), pages 53-68.

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