Examining the Pop-up Store Experience in the Omni-Channel Retail Environment: Antecedents and Outcomes of Pop-up Stores and the Hosted Brand

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2018-01-01
Authors
Kim, Kyuree
Niehm, Linda
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Abstract

The present study aimed to identify cognitive factors (i.e., fashion consciousness, perceived brand awareness, and congruence between consumers’ self-image and pop-up store experience) that influence consumers’ attitudes toward the fashion pop-up store. In addition, this study sought to explain the relationship between consumers’ attitude towards a pop-up store and its brand. This knowledge would allow an omni-channel retailer to achieve favorable outcomes from its pop-up store towards the brand.

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