How brand interaction in pop-up shops influences consumers’ perceptions of luxury fashion retailers

Purpose The purpose of this paper is to explore the influence of brand interaction in pop-up shops on consumers’ perceptions of luxury fashion retailers. Design/methodology/approach Adopting an exploratory, inductive research design, semi-structured interviews were undertaken with female respondents...

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Bibliographic Details
Published in:Journal of fashion marketing and management 2017-01, Vol.21 (3), p.385-399
Main Authors: Taube, Julia, Warnaby, Gary
Format: Article
Language:English
Subjects:
Brand image
Consumer behavior
Consumers
Fashion
Financial statements
Luxuries
Perceptions
Pop-up retail
Retail stores
Shopping
Social networks
Studies
Word of mouth advertising
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