Getting over discomfort in luxury brand stores: How pop-up stores affect perceptions of luxury, embarrassment, and store evaluations

The shift to an experiential economy—in which consumers are searching for memorable experiences—has led to an increased attention to the aesthetics of store environments. Because luxury brands are expected to help consumers accomplish status-seeking purposes, and thus must provide emotional rewards through the environment of their retail stores, the design of their store environments is particularly important. In this context, a question that...