Track

MB

Presentation Type

Poster

Description

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.

Creative Commons License

Creative Commons Attribution 4.0 License
This work is licensed under a Creative Commons Attribution 4.0 License.

Share

COinS
 
Jan 1st, 12:00 AM

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

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.

 

To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.