Earticle

초록

영어

Experience consumption has become a popular trend .As a new marketing model, flash stores are customer-oriented and focus on creating unique consumption experiences for consumers through innovations in store design and sales methods, thus enhancing brand competitiveness. Based on a large number of domestic and foreign journal literature readings, this study constructs a conceptual model of flash store experience, brand equity, brand charm and consumer word-of-mouth intention based on the theoretical foundation of Pine&Gilmore experience economy theory, Schmitt strategic experience module and Aaker brand equity model from a consumer perspective. The hypotheses were verified by using quantitative methods and data analysis through questionnaires and SPSS 24 analysis software.

목차

Abstract
Introduction
Literature Review
Pop-up Store Experience
Research Purpose
The relationship between Pine & Gilmore's Experience Economy theory and Brand Equity
Methods
Research methods
Analysis and discussion
Validate reliability
Validating validity
Validate correlations
Validation of the research hypothesis
Conclusion
Reference

저자

• 박복재 [ 전남대학교 글로벌비즈니스학부 ]
• JIANGYITONG [ 전남대학교 디지털미래융합서비스협동과정 ]

참고문헌