From Cool Experiences to Brand Advocacy: The Mediating Role of Brand Identification in Pop-Up Store Contexts

DOI

10.2991/978-2-38476-609-3_35How to use a DOI?

Keywords

Marketing; Brand Coolness; Brand Identification; Consumer Advocacy Behavior

Abstract

With the increasing integration of the experience economy and social media, more and more people are posting photos of pop-up stores on social media. This indicates a subtle shift in the primary function of pop-up stores: from promoting inventory to building consumer brand identification. However, previous research has focused more on product sales, with little exploration of the underlying psychological processes. To address this gap, this study primarily examines whether brand identity plays a mediating role between brand coolness and consumer advocacy behavior in the context of pop-up stores. Data were collected through questionnaires and analyzed. The consumers' brand identification does play a mediating role in brand appeal and consumers' supportive behaviors. Based on these results, the following suggestions are proposed for the practical application of the brand: Firstly, the function of pop-up stores is transformed. The temporary stores are changed into platforms for establishing the brand image rather than merely as sales tools. Secondly, focus on the brand development from short-term exposure to long-term brand recognition.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Wenqi Duan
PY  - 2026
DA  - 2026/09/04
TI  - From Cool Experiences to Brand Advocacy: The Mediating Role of Brand Identification in Pop-Up Store Contexts
BT  - Proceedings of the 2026 3rd International Conference on Public Relations and Media Communication (PRMC 2026)
PB  - Atlantis Press
SP  - 316
EP  - 323
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-609-3_35
DO  - 10.2991/978-2-38476-609-3_35
ID  - Duan2026
ER  -