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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Bibliografski detalji

Glavni autori:	Rongren Jin, Eunsoo Baek, Grace Ga-Eun Oh
Format:	Artigo
Jezik:	Inglês
Izdano:	SpringerOpen 2025-12-01
Serija:	Fashion and Textiles
Teme:	Experiential retailing Brand experience Retail design Need for uniqueness Store environment “Aha!” moments
Online pristup:	https://doi.org/10.1186/s40691-025-00449-4
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