Earticle

초록

영어

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.

목차

Abstract
1. Introduction
2. Literature Review
2.1 The Concept of Pop-up Stores
2.2 Pop-up Store Experience
2.3 Brand Loyalty
2.4 Brand Association
2.5 Brand Charisma
2.6 Word-of-Mouth Intention
3. Research Model and Hypotheses Development
3.1 Research model
3.2 Hypotheses Development
4. Research Methodology
4.1 Measurement
4.2 Data Collection and Analysis
5. Results
5.1 Sample Profile
5.2 Measurement Model
5.3 Hypotheses Testing
6. Conclusion
7. Limitations and Future Directions
Acknowledgement
References

키워드

저자

• Yitong Jiang [ MS. student, Interdisciplinary Program of Digital Future Convergence Service, Chonnam National University, Korea ]
• Md. Mukitul Hoque [ PhD. student, Interdisciplinary Program of Digital Future Convergence Service, Chonnam National University, Korea ]
• Bok- Jae Park [ Professor, Interdisciplinary Program of Digital Future Convergence Service, Chonnam National University, Korea ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  The International Journal of Advanced Smart Convergence

• 간기

  계간

• pISSN

  2288-2847

• eISSN

  2288-2855

• 수록기간

  2012~2025

• 십진분류

  KDC 326 DDC 380