I Promise That You’ll Never Find Another Like Me – Linking Brand Personality and Pop-up Store Visits
(A2026-132901)

AUTHORS

Lena Kamp, University of M�nster; Iina Ikonen, University of Groningen

ABSTRACT

This research examines how strategic branding (i.e., brand personality) shapes consumers’ intention to visit pop-up stores. Across two preregistered experiments, we test the effects of two key personality dimensions, excitement and competence, on visit intention and explore anticipated experiential value as a mediator. Study 1 shows that both dimensions increase intention to visit, with excitement exerting the stronger effect. Study 2 demonstrates that communicating both personalities simultaneously reduces visit intention and that anticipated experiential value fully mediates the effects of each personality dimension. Together, the findings show that brand personality guides consumers’ expectations of experiential value, which in turn drives their motivation to visit pop-up stores, underscoring the importance of communicating a clear, dominant brand personality.