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.

This study’s purpose was to empirically research the effect of brand image and brand love on brand commitment, and positive word of mouth. We analyzed research data from 267 customers at electronics stores in Ho Chi Minh City, Vietnam. The convenient sampling method was used to collect the research sample. The measurement applied a 5-point Likert scale classifying from 1= completely disagree and 5= completely agree. Based on previous studies, the research model was recommended. The Partial Least Squares method was done to examine the measurement model and the structural model. We had estimated the reliability of the scales through Cronbach’s alpha and composite reliability. Besides, we had assessed discriminant validity through the Fornell-Larcker standard. The outcome of the study illustrated that brand image had a significantly positive influence on brand love. Besides, the results of the research declared that brand image was positively related to brand commitment. The results also revealed that brand image was positively linked to positive word of mouth. Likewise, the findings of the study disclosed that brand love had a positive impact on brand commitment and positive word of mouth. Additionally, the results of the research confirmed that brand commitment was positively linked to word of mouth.