Search Results - subject:"Ephemerality"

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

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 (2022) 6, pp. 1284-1304

Retail has responded to the continuing shift in consumer preferences toward ephemerality and immediacy with the …-ups' distinguishing feature of ephemerality or their main type of visitor, consumers with a high need for uniqueness (NFU). Building on …

Persistent link: https://www.econbiz.de/10015205195