Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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The Influence of Pop-up Store Attributions Toward Brand Attitude and Revisiting Intention - Focus on Sports Brands -

팝업스토어의 점포속성이 브랜드 태도와 재방문의도에 미치는 영향 - 스포츠 브랜드를 중심으로 -

  • Chae, Hee-Ju (Dept. of Clothing & Textiles, College of Human Ecology, Yonsei University) ;
  • Choi, Hyeon-Young (Dept. of Clothing & Textiles, College of Human Ecology, Yonsei University) ;
  • Jang, Jin-Hee (Dept. of Clothing & Textiles, College of Human Ecology, Yonsei University) ;
  • Ko, Eun-Ju (Dept. of Clothing & Textiles, College of Human Ecology, Yonsei University)
  • 채희주 (연세대학교 생활과학대학 의류환경학과) ;
  • 최현영 (연세대학교 생활과학대학 의류환경학과) ;
  • 장진희 (연세대학교 생활과학대학 의류환경학과) ;
  • 고은주 (연세대학교 생활과학대학 의류환경학과)
  • Received : 2011.11.22
  • Accepted : 2012.02.13
  • Published : 2012.06.30
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Abstract

This study explores the characteristics and effects of a pop-up store based on how the store attributions of a pop-up store influence brand attitude and brand patronage intention. The questionnaire consisted of 3 instruments: store attributes, brand attitude, and brand revisiting intention. Data were analyzed by factor analysis, frequency analysis, reliability analysis, and multiple regressions, using SPSS 18.0. We surveyed 123 males and females, who had an experience of a pop-up store, and interviewed five experts who work in the fashion related area. The results of this study were as follows. First, it was shown that VMD has positive impacts on brand patronage intention, but with no significant relationship to brand attitude. Second, a brand culture's experience of a pop-up store has a strong influence on brand attitude and brand patronage intention. Third, products in the store are the most important factors that influence brand attitude. The findings indicate that the promotion of diverse attributes of apop-up store is critical to make customers perceive brand attitude and brand patronage intention that are expected to be used to establish advanced marketing strategies.

Keywords

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