International journal of advanced smart convergence

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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Exploring the Influence of Pop-Up Store Experiences on Consumer Word-of-Mouth Intentions: The Mediating Role of Brand Charisma

  • Yitong Jiang (Interdisciplinary Program of Digital Future Convergence Service, Chonnam National University) ;
  • Md. Mukitul Hoque (Interdisciplinary Program of Digital Future Convergence Service, Chonnam National University) ;
  • Bok-Jae Park (Interdisciplinary Program of Digital Future Convergence Service, Chonnam National University)
  • Received : 2023.10.23
  • Accepted : 2023.11.04
  • Published : 2023.12.31
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Abstract

This study explores the evolving landscape of consumer experiences in the context of pop-up stores, considering the shifts from product economy to service economy and now the experience economy. It investigates the factors influencing consumer word-of-mouth intentions by examining the interplay of pop-up store experiences, brand equity, brand charisma, and verbal intent. Using Schmitt's strategic experience modules and the Aaker brand equity model, the study employs quantitative methods and data analysis to uncover the relationships among these variables. Surprisingly, it finds limited associations between the aspects of the pop-up store experience and brand equity. However, it highlights the direct impact of brand equity on brand charisma, which subsequently influences consumers' intentions to share brand-related information. This research contributes to our understanding of word-of-mouth marketing for pop-up stores, filling a knowledge gap and offering valuable insights for academics and businesses navigating the evolving marketing landscape. It also emphasizes the significance of brand charisma in the context of transient in-store experiences and evolving consumer preferences.

Keywords

Acknowledgement

This study was financially supported by Chonnam National University(Grant number: 2020-3891).

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