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The “Aha!” moment and brand experience: exploring domain-distance concept stores for experiential retail

Abstract As experiential retailing becomes increasingly vital in the post-pandemic era, brands are actively exploring novel ways to create immersive and memorable in-store experiences. This study introduces the concept of domain distance—the integration of ideas or elements from seemingly unrelated...

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Principais autores: Rongren Jin, Eunsoo Baek, Grace Ga-Eun Oh
Format: Artigo
Sprog:Inglês
Udgivet: SpringerOpen 2025-12-01
Serier:Fashion and Textiles
Fag:
Experiential retailing
Brand experience
Retail design
Need for uniqueness
Store environment
“Aha!” moments
Online adgang:https://doi.org/10.1186/s40691-025-00449-4
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