MGMT 429 Hickman: BB

The article discusses a case study concerning the expansion of a niche artisanal product into the mainstream retail.

The results of this study provide retailers and marketing practitioners with insight into how the concept of pop-up retail stores can be utilised to maximise the brand experience and influence buying behaviour among Millennials. It consequently sheds light on the importance of creating a unique brand experience through pop-up retail as a channel to reach prospective customers. The main recommendation from the findings is, therefore, to ensure that the store atmosphere is uniquely tailored for the intended audience so as to result in positive brand experience which allows for positive word-of-mouth to be spread to prospective shoppers.

This paper uses a mixed-methods investigation combining qualitative and quantitative approaches to classify the pop-up store design factors and examine their effects on consumer behavior. The results suggest that three dimensions of pop-up store design, namely sign, style, and layout elements, positively affect brand attitude and purchase intention through the mediating effect of store image.