The Impact of Experiential Factors in Fashion Pop-Up Stores on Brand Attitude and Purchase Intention

This study derived the experiential factors perceived by customers in fashion pop-up stores based on prior research and formulated research questions to investigate their impact on brand attitude and purchase intention. Furthermore, it conducted an empirical analysis to determine how these factors are showcased through effective product branding strategies. The data collection period spanned from February 15 to February 30, 2024, focusing on consumers who had directly or indirectly experienced domestic fashion pop-up stores or purchased their products. Data was gathered online via Naver and Google Forms, resulting in 409 valid responses for analysis. The findings revealed five experiential factors associated with fashion pop-up stores: emotional, sensory, behavioral, cognitive, and relational factors. First, in the analysis of the impact of experiential factors in fashion pop-up stores on brand attitude, relational factors showed the greatest impact, followed by emotional, sensory, and behavioral factors. Second, for the impact of experiential factors on purchase intention, cognitive factors demonstrated the highest impact, followed by relational, sensory, and behavioral factors. Third, the analysis of the mediating effect of brand attitude showed significant outcomes for sensory and relational factors. This result highlights the importance of enhancing competitiveness through strategies that leverage experiential marketing techniques to build positive brand attitudes and drive purchase intention.