This study investigates consumer experiences and word-of-mouth (WOM) intentions in luxury brand pop-up stores, including standalone and department store setups. Grounded in experience economy theory, this study examines the experiential elements based on the types of pop-up stores and the relationships among consumer experience, pop-up store image, and WOM intentions for each type. Data were collected from 300 visitors to luxury brand pop-up stores between January and July 2023 and analyzed using Smart PLS 4.0. The findings reveal several key insights. First, standalone pop-up stores offer educational and escapist experiences, while pop-ups within department stores have a single identified factor of consumer experience. Second, regardless of the store type, luxury pop-up store experiences significantly influence pop-up image perceptions. Third, luxury pop-up store image drives WOM intentions for both standalone and department store pop-ups. Notably, the unique image significantly impacts solely department store pop-ups and does not influence standalone pop-ups. Moreover, image perceptions in both pop-up store types do not significantly affect brand WOM intentions. Finally, WOM intentions for pop-up stores significantly influence WOM intentions for brands. This study contributes to the theoretical understanding of consumer experiences in luxury pop-up stores, providing practical insights for stakeholders in the luxury brand industry to enhance pop-up store image perceptions and WOM intentions.

I. Introduction
II. Literature Review
1. Definition and categorization of luxury brands
2. Luxury pop-up stores
3. Consumer experience
4. Hypotheses Development
III. Research Methods
1. Operational definitions and measurement of variables
2. Data collection and analysis methods
3. Characteristics of respondents
4. Reliability and validity verification of measurement items
IV. Results
1. Sub-dimensions of experience in different types of luxury pop-up stores
2. Model fit and verification of hypotheses
3. Results of path analysis
V. Conclusion
References

• Zhuying Piao(Master’s Course, Dept. of Consumer Science/Social Innovation Convergence Program, Sungkyunkwan University, Korea) | 박주영 (성균관대학교 소비자학과/소셜이노베이션융합전공 석사과정)
• In-Hyoung Park(Integrated Doctoral Course, Dept. of Social Innovation Convergence Program, Sungkyunkwan University, Korea) | 박인형 (성균관대학교 소셜이노베이션융합전공 석박통합과정)
• Ruiyu Wu(Master’s Course, Dept. of Consumer Science/Social Innovation Convergence Program, Sungkyunkwan University, Korea) | 오예우 (성균관대학교 소비자학과/소셜이노베이션융합전공 석사과정)
• Jae-Eun Chung(Professor, Dept. of Consumer Science/Social Innovation Convergence Program, Sungkyunkwan University, Korea) | 정재은 (성균관대학교 소비자학과/소셜이노베이션융합전공 교수) Corresponding author