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Planning and Implementing Pop-up Activities: Strategic Objectives

  • Gary Warnaby
  • Charlotte Shi
Chapter
  • 1.2k Downloads
Part of the SpringerBriefs in Business book series (BRIEFSBUSINESS)

Abstract

The inherent flexibility of pop-up means that it can potentially contribute to a variety of objectives, termed by Warnaby et al. (2015) as Communicational, Experiential, Transactional and Testing objectives. This research identifies a range of different objectives that the pop-up activities studied sought to achieve. These are classified into seven, more specific objectives, namely: Increasing Brand Awareness; Influencing Brand Associations; Promoting Seasonal/Limited Collection Products; Engaging Customers; Gathering Customer Insight; Testing Market Concepts; and Facilitating Strategic Growth.

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Copyright information

© The Author(s) 2018

Authors and Affiliations

  • Gary Warnaby
    • 1
  • Charlotte Shi
    • 2
  1. 1.Institute of Place ManagementManchester Metropolitan UniversityManchesterUK
  2. 2.School of Art and DesignNottingham Trent UniversityNottinghamUK

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