Abstract
Brands increasingly make use of innovative experiential retail formats in order to provide unique and memorable brand experiences (Dolbec and Chebat, 2013; Kim et al., 2010; Pine and Gilmore, 1998). BMW, Chanel, Hermes, Lacoste, Mont Blanc, and Porsche, for example, launched temporal brand pop-up stores in different cities around the globe. Particularly, luxury brands follow the trend of experiential store concepts to create brand experience and WOM for their brands, in the Western and the fast growing Eastern market (Ko, Phau, and Aiello, 2016).
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