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~isPartOf:"Journal of the Academy of Marketing Science"
~isPartOf:"Omega : the international journal of management science"
~person:"Henkel, Laura"
~subject:"Konsumentenverhalten"
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Konsumentenverhalten
Brand management
1
Consumer behaviour
1
Einzelhandel
1
Ephemerality
1
Experiential store
1
Markenführung
1
Need for uniqueness
1
Pop-up store
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Retail trade
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Viral marketing
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Virales Marketing
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Word of mouth
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Henkel, Laura
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Journal of the Academy of Marketing Science
Omega : the international journal of management science
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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
Henkel, Laura
;
Toporowski, Waldemar
- In:
Journal of the Academy of Marketing Science
51
(
2023
)
6
,
pp. 1284-1304
Persistent link: https://www.econbiz.de/10014446663
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