Here today, gone tomorrow: Pop-up stores’ ephemerality and consumer behavior
by Laura Henkel
Date of Examination:2021-05-07
Date of issue:2021-05-18
Advisor:Prof. Dr. Waldemar Toporowski
Referee:Prof. Dr. Waldemar Toporowski
Referee:Prof. Dr. Yasemin Boztug
Referee:Prof. Dr. Welf H. Weiger
Files in this item
Name:Dissertation Laura Henkel eDiss.pdf
Size:1.73Mb
Format:PDF
Description:Dissertation
Abstract
English
This dissertation was motivated by the rise of pop-up stores as a retail concept devised to satisfy consumers’ desire for ephemerality and extraordinary experiences. As pop-ups are highly original and unique, they are expected to target consumers with a high need for uniqueness (NFU). In contrast to traditional brand stores, experiential stores are not primarily designed to generate revenue but rather to deliver experiences, boost brand-related WoM, and contribute to other brand-related long-term goals. What distinguishes pop-ups from other experiential stores is their limited availability. However, research has largely neglected this dimension and the target group’s characteristics, focusing instead on the pop-ups’ retail and brand experiences as affecting consumer behavior. To help fill this research gap, the studies included in this dissertation examined the impact of store ephemerality and NFU on pop-up store–related consumer behavior: intentions to visit, to make in-store purchases of standard and exclusive products, and to spread positive interpersonal and electronic WoM for the brand. Drawing and expanding on commodity theory and further theoretical approaches, the findings are able to explain the psychological processes that lead to these behaviors. The results of the combined studies provide valuable insights into how store ephemerality and NFU can create a win–win situation for consumers and brands. Several academic and practical implications that can be gleaned from this new understanding are given.
Keywords: pop-up store; experiential store; ephemerality; need for uniqueness