Här idag men borta i morgon - en kvantitativ studie om pop up-butikens varumärkeseffekter och beteenderesponser
Sammanfattning: The pop up-phenomenon is still in its early stages in the Nordics, while the phenomenon is widely used abroad. Although the wide use of the concept, few studies have focused on the actual brand effects of a pop up-store. Hence, this paper examines how pop up-stores affect both brand effects and responsive variables, in order to conclude whether the use of pop up-stores are beneficial for a company or not. A pop-up store is defined as a temporary store, existing from a day up to a few months. The examined pop-up store is a pop-up store existing below the own brand in a store belonging to the exposed brand. With the use of a quantitative method and theory about creative marketing, the paper concludes that pop up-stores are not a way to increase short time sales, but rather a marketing investment for the future. Pop up-stores have the potential to increase the perceived brand ability and affect both brand interest and perceived product quality. Therefore, the conclusion is that pop up-stores are beneficial for brands as a marketing tool.
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