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

Abstract

<p class="p1" style="margin-bottom: 0px; font-variant-numeric: normal; font-variant-east-asian: normal; font-stretch: normal; font-size: 16px; line-height: normal; font-family: &quot;Times New Roman&quot;; color: rgb(0, 0, 0);"><span class="s1" style="font-kerning: none;">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.<span class="Apple-converted-space">&nbsp;</span></span>