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
Laura Henkel, Waldemar Toporowski
| Year of publication: |
2023
|
|---|---|
| Authors: | Henkel, Laura ; Toporowski, Waldemar |
| Subject: | Ephemerality | Experiential store | Need for uniqueness | Pop-up store | Word of mouth | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management |
freely available
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11747-022-00861-y [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014446663