Merchandising/Marketing/Retailing: Branding

The Importance of Fashion Pop-up Store Format and Brand Type on Enhancing Consumers’ Brand Interest: The Moderating Role of Fashion Leadership

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Abstract

Despite the diverse utilizations of pop-up stores, little is known about their marketing outcomes. This study aimed to compare the interaction effects of pop-up store formats and brand types launching pop-up stores in leading to consumer emotions and brand interest. Also, the moderating role of fashion leadership in pop-up retailing was investigated. Built upon the Stimulus-Organism-Response model, a 2 (stationary pop-up store vs. mobile pop-up store) × 2 (brand with both online and offline stores vs. e-commerce only brand) experiment was conducted via an online survey. A total of 189 Millennials and Gen Z consumers were recruited through MTurk. Multiple linear regression analysis results indicated that fashion leaders were more aroused by pop-up stores conducted by typical brands rather than e-commerce only brands; stationary pop-up stores could lead to positive emotions and brand interest for low fashion leadership consumers. This study generates several practical and theoretical implications.

Keywords: Pop-up store, SOR, Brand interest, Fashion leadership

How to Cite:

Han, W., Kim, G. & Rothenberg, L., (2022) “The Importance of Fashion Pop-up Store Format and Brand Type on Enhancing Consumers’ Brand Interest: The Moderating Role of Fashion Leadership”, International Textile and Apparel Association Annual Conference Proceedings 79(1). doi: https://doi.org/10.31274/itaa.15806