The aim of this paper is to find which types of pop-up store positively influence consumers and to analyze the factors that affect brand attitude and behavioral intention across different fashion pop-up store formats. The data was collected from 217 respondents in their 20s and 30s and then subjected to descriptive statistical analysis, oneway ANOVA and regression analysis using SPSS Statistics. The results of the oneway ANOVA test indicated that the 'Pop-up store of alliance with different kinds of industries' is the most effective type for increasing brand preference and brand recognition amongst consumers. Some further insights can be made from the regression analysis results. There are differences between pop-up store formats in terms of the cognitive factors influencing brand attitude and behavioral intention. Moreover, there are differences between pop-up store formats in terms of brand attitude factors influencing behavioral intention. Through the results of this study, fashion companies can determine the best type of pop-up store to open depending on their aims. In conclusion, this study provides valuable insights to fashion marketers, helping them to determine the appropriate factors to consider when planning fashion pop-up stores. Academically, this paper contributes to expanding the range of research on fashion pop-up retail by studying consumer experiences of different pop-up store types.

Abstract
 I. Introduction
 Ⅱ. Background
  1. Fashion pop-up store formats
  2. Cognitive factors
  3. Brand attitude
  4. Behavioral intention
 Ⅲ. Method
  1. Research questions
  2. Data collection and analysis
  3. Composition of measuring instruments
 Ⅳ. Results and Discussion
  1. Factor analysis
  2. The comparative analysis of cognitive factors, brand attitude and behavioral intention across different fashion pop-up store formats
  3. The analysis of the effects of cognitive factors on brand attitude across different fashion pop-up store formats
  4. The analysis of the effects of cognitive factors on behavioral intention across different fashion pop-up store formats
  5. The analysis of the effects of brand attitude factors on behavioral intention across different fashion pop-up store formats
 Ⅴ. Conclusion
 References

• 최도리(상명대학교 대학원 생활환경학과, Dept. of Human Environmental Science, The Graduate School of Sangmyung University, Korea) | Doree Choi
• 유지헌(상명대학교 의류학과. Dept. of Clothing & Textiles, Sangmyung University, Korea) | Jihun Yu Corresponding􀀎 author