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EMAC 2020 Annual Conference


The ephemeral point of sale’s atmospheric dimensions.
(A2020-53441)

Published: May 27, 2020

AUTHORS

Ghalia BOUSTANI, Paris 1 Panthéon sorbonne ; Jean-François LEMOINE, Paris 1 Panthéon sorbonne

KEYWORDS

Ephemeral retail; pop-up stores; ephemeral store atmosphere

ABSTRACT

Although the traditional point of sale’s atmospheres has been the subject of several academic research since Baker's identification in 1987, very little research was interested in studying the ephemeral store atmospheres. To fill this gap, this research was interested in understanding whether ephemeral store atmospheres have the same dimensions as those identified for traditional stores. We highlighted new dimensions relative to ephemeral store atmospheres out of 27 semi-structured interviews conducted with French brand managers; these dimensions are conviviality, participation and « rendez-vous ».