The Influence of Pop-up Stores on the Brand Equity of Online Retailers
(2018) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20182Department of Business Administration
- Abstract
- Purpose: The purpose of this paper is to investigate the influence of pop-up stores on brand equity of online retailers from the consumer's point of view. The theoretical approach aims at highlighting the most crucial parameters when measuring brand equity regarding the use of pop-up stores. This will be further analysed in the empirical part. Furthermore, the objective is to develop a theoretical framework that illustrates the correlation between those influencing factors based on the findings of the practical part.
Methodology: The topic was investigated by analysing the case example of Westwing Home & Living, a German online-retailer for furniture and decoration, which has recently opened pop-up stores in Munich, Hamburg and Milan.... (More) - Purpose: The purpose of this paper is to investigate the influence of pop-up stores on brand equity of online retailers from the consumer's point of view. The theoretical approach aims at highlighting the most crucial parameters when measuring brand equity regarding the use of pop-up stores. This will be further analysed in the empirical part. Furthermore, the objective is to develop a theoretical framework that illustrates the correlation between those influencing factors based on the findings of the practical part.
Methodology: The topic was investigated by analysing the case example of Westwing Home & Living, a German online-retailer for furniture and decoration, which has recently opened pop-up stores in Munich, Hamburg and Milan. The main focus of the methodology, however, was the conduction of qualitative interviews with five customers, who have visited the pop-up store in Munich.
Findings: This research has proven that pop-up stores are a crucial means of influencing customer-based brand equity for online retailers. Furthermore, the findings show that out of the five parameters used to measure brand equity (brand awareness, trial, quality perception, brand trust and consideration to purchase in the future), quality perception and brand trust are influenced the most by the experiences at the pop-up store. These two parameters also have the highest impact on brand loyalty expressed in the consideration to purchase in the future. Moreover, it was found that these five elements are interrelated in the process of establishing customer-based brand equity for online retailers using pop-up stores. Finally, this correlation is illustrated in a newly developed framework.
Original/value: This paper is the first of its kind to combine the concept of pop-up stores with brand equity and to investigate the correlation between these two concepts for online retail brands. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8963707
- author
- Hauptmann, Jella Lynn LU ; Ausserdorfer, Julia and Kantorska, Gracja
- supervisor
-
- Frans Melin LU
- organization
- course
- BUSN21 20182
- year
- 2018
- type
- L3 - Miscellaneous, Projetcs etc.
- subject
- keywords
- pop-up stores, brand equity, quality perception, brand trust, online retail, home and living industry
- publication/series
- LBMG Strategic Brand Management - Masters Paper Series
- language
- English
- id
- 8963707
- date added to LUP
- 2018-11-30 18:21:47
- date last changed
- 2018-11-30 18:21:47
@misc{8963707,
abstract = {{Purpose: The purpose of this paper is to investigate the influence of pop-up stores on brand equity of online retailers from the consumer's point of view. The theoretical approach aims at highlighting the most crucial parameters when measuring brand equity regarding the use of pop-up stores. This will be further analysed in the empirical part. Furthermore, the objective is to develop a theoretical framework that illustrates the correlation between those influencing factors based on the findings of the practical part.
Methodology: The topic was investigated by analysing the case example of Westwing Home & Living, a German online-retailer for furniture and decoration, which has recently opened pop-up stores in Munich, Hamburg and Milan. The main focus of the methodology, however, was the conduction of qualitative interviews with five customers, who have visited the pop-up store in Munich.
Findings: This research has proven that pop-up stores are a crucial means of influencing customer-based brand equity for online retailers. Furthermore, the findings show that out of the five parameters used to measure brand equity (brand awareness, trial, quality perception, brand trust and consideration to purchase in the future), quality perception and brand trust are influenced the most by the experiences at the pop-up store. These two parameters also have the highest impact on brand loyalty expressed in the consideration to purchase in the future. Moreover, it was found that these five elements are interrelated in the process of establishing customer-based brand equity for online retailers using pop-up stores. Finally, this correlation is illustrated in a newly developed framework.
Original/value: This paper is the first of its kind to combine the concept of pop-up stores with brand equity and to investigate the correlation between these two concepts for online retail brands.}},
author = {{Hauptmann, Jella Lynn and Ausserdorfer, Julia and Kantorska, Gracja}},
language = {{eng}},
note = {{Student Paper}},
series = {{LBMG Strategic Brand Management - Masters Paper Series}},
title = {{The Influence of Pop-up Stores on the Brand Equity of Online Retailers}},
year = {{2018}},
}