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.

This study investigates what consumption values affect attitude and behavioral intentions toward a premium lunch box at a convenience store using VAB(Value-Attitude-Behavior) model. The main survey was conducted by a research company by means of an online survey in the form of a self-administered questionnaire. The samples were limited to customers who had tried the premium lunch box before. The survey was conducted in October 2016. The collected data were analyzed by using SPSS 21.0 for Windows and AMOS 21.0. A structural equation model(SEM) was used to verify the proposed relationships among the study variables. Three factors representing the value of the premium lunch box were identified: social & functional value, economic value, and epistemic value. The finding showed that these values had a positive effect on attitude toward the premium lunch box and that attitude had a positive effect on behavioral intentions.

Successful use of displays in stores arouses consumers' curiosity, and induces them to purchase a product after a visit. Facade is a word meaning an external front wall of a building, and is usually the first point of visual contact for the consumers. The present study is an empirical investigation of external appearance of a clothing store, with a 2×2×2 factorial design of facade, show window, and wall surface material designed for the purpose of the study. Dependent variables were store image variables and attitude toward store. A total of 320 questionnaires from male and female consumers were used for the analysis. Facade type and material had significant main and interaction effects, while show window type had no meaningful effects overall. A facade of irregular design prompted significantly higher levels of perceived ‘elegance’, ‘uniqueness’, and ‘attractiveness’ of the store. Material itself did not have significant influence but did have significant interaction effect with facade design. The interaction effect was found in store attitude as well. In order to create a positive store attitude, a concrete material facade should have an irregular design. Companies owning fashion brands should carefully select facade type and wall surface material in the visual merchandising strategies of a store.

The purpose of this study was to investigate the effect of store attributes on brand equity of and brand attitude toward Korean SPA brands. Data were collected from women living in Seoul in ages from 18 to 39 with purchasing experience at Korean SPA brands. A total of 554 questionnaires were used in the statistical analysis including factor analysis and structure equation analysis. The results were as follows: For store attributes, 8 factors were extracted: product assortment, fashionability, price, quality, store environment, service, convenience in location and advertisement. Two factors, brand awareness, brand image were extracted for brand equity, and brand attitude was derived as a single dimension. Product-related store attributes such as product assortment, price, quality have positive effects on brand awareness, brand image and brand attitude. Other attribute such as store environment has positive effect on brand awareness and brand image, Attribute such as advertisement has positive effect on brand awareness and service, convenience in location have positive effect on brand attitude. Moreover, brand image and brand awareness have positive effect on brand attitude. These results indicate the product-related attributes are important factors to consider for improving brand equity and brand attitude for Korean SPA brands.

경영학자 Schmitt(1999)는 상품의 마케팅 활동에 있어 그 목적에 대해 고객 체험을 창조하는 것이라 강조하였으며, 기획의 출발점을 체험적 욕구를 충족하는 것이라 주장하였다. 이렇듯 체험의 가치가 높아지는 문화적 현상에 따라 최근 4차 산업 의 중심 동력으로 부상하고 있는 VR(Virtual Reality, 가상현실)기술은 시공간의 제약으로부터 자유로울 수 있으며, 몰입도 높은 가상 체험을 제공한다는 장점으로 인해 체험형 마케팅의 주요 화두로 부상하고 있다. 이에 본 연구는 VR이 마케팅의 수단으로써 적용되었을 때, 이를 체험하는 고객의 브랜드태도와 구매의도의 변화를 연구하 는데 목적을 두고 있다. 실증적 분석을 위해 모 브랜드스토어에서 집행되었던 VR마케팅 사례를 실험대상으로 선정하여 온 라인을 통한 설문조사를 실시하였으며, VR마케팅을 Schmitt의 체험 요소에 대입하여 그 속성을 분류하고 이를 브랜드태도 및 구매의도 간 상관관계를 통해 분석하였다. 총 30문항으로 구성된 설문을 대상자 123명에게 조사하여, 그 결과 결측값을 제외한 94명으로부터 설문 데이터를 수집하였고, 이를 통해 현재 VR 마케팅이 고객의 브랜드태도 및 구매의도의 변화에 어떠한 영향을 미치고 있는지 확인할 수 있었다. 본 연구는 Schmitt의 체험이론을 통해 체험마케팅의 일종으로써 VR기술 의 마케팅적 가치를 최초로 분석한 연구라는 점에 의의가 있다. 모집단의 제한적 연령, 온라인 조사에 한정하여 현장 방문 후, 매체를 경험한 체험자를 대상으로 직접 설문을 진행하지 못한 한계가 있었음에도 불구하고 본 연구는 브랜드스토어의 VR마케팅 활용에 대한 이론적 이해의 틀을 마련하며 체험요소 강화를 위한 마케팅 전략 수립에 도움이 될 수 있을 것으로 기대한다.

With the increase of visitors to rural tourism villages, the direct selling at sites is getting vitalized. Accordingly, their display stores is getting more important. Therefore, this study has selected 30 domestic rural tourism villages as study objects for the attitude survey of 200 farming suppliers and the site examination for the designs of those display stores in order to analyze their status and classify the types of necessity. Such operation status as sale item, sale method, method of supply and demand, major customer, sales scale, manager, opening hour, and operation cost were examined, to identity and for design factors the pattern, material quality and color were investigated. For the attitude of farming suppliers, the tactics of sales, the reason for being positive or negative, the functionality and the features of display stores were examined through brainstorming. IBM SPSS Statistics 20 Program was employed for Frequency, which indicated that village chiefs and store managers with the sales scale of 1 to 20 million won are dealing with female customers in their 40's and 50's and that those stores are open at the time of experience or year round without any operation expense. Permanent type and Fixed type were found to be the design factors of the display-case type with the material and the color of wood and orange respectively. The result of investigation analysis of farming suppliers' attitude showed the followings: the need of display stores is quite high, structure type and permanent type have high fitness and from the viewpoint of display-on-table type as a standard moving type was very convenient. The analysis of significant items at the characteristics of those display stores revealed that their locations, quality conservation, sanitation, users' convenience, designs and promotion are very important. The result of status analysis revealed that though there is a correlation among the types of display stores depending on the visiting season of tourists their installing is not desirable. Three types have been analyzed: Type 1 is a structure type only in the villages with continuous visitors, Type 2 a moving-table type only in the villages with temporary visitors and Type 3 is a fixed display-case type.