Does Online Brand Influence Offline Word-of-mouth? Using Pop-up Stores as a Means of Surprise and Brand Experience

Abstract

Pop-up stores are a way to promote exposure in ambient media, which stimulates the interest of potential customers. The study examines how in-store atmosphere, surprise factors, brand experience, brand attitude, word-of-mouth (WOM), and purchase intentions are structured and influence each other. The study chooses a pop-up store that is an online women's shoe brand to conduct the research. A total of 480 usable samples were used in the study. The study has adopted structural equation modeling (SEM) with the help of AMOS software to bring the outcomes of the research. The study finds that the store atmosphere affects the surprise factors, brand experience, and brand attitude. Whereas, surprise factors positively affect the brand experience and brand attitude. The brand experience impacts brand attitude and WOM. However, the brand experience is affecting the purchase intention in the study. The study also finds that the brand attitude affects the WOM and purchase intention. Further, WOM is affects the purchase intention in the study. So far, there has been no research conducted on the attitudes and behaviors of consumers affected by online-to-offline pop-up shops. Therefore, as part of the present study, consumer sentiment generated by pop-up stores is explored concerning consumers' attitudes and behaviors towards the brand, thereby providing the industry with a reference for creating pop-up stores. The gap in research regarding setting up online to offline pop-up stores that are currently lacking is filled by researchers, academicians, and the sector.