식음료 팝업스토어의 체험요소(4Es)가 브랜드 애착, 브랜드 태도 및 브랜드 충성도에 미치는 영향 - 체험경제이론을 중심으로 -

Abstract

The purpose of this study was to identify the relationship between food and beverage pop-up store experience economy factors and brand attachment, brand attitude, and brand loyalty. The subjects of the study were consumers who had experience using food and beverage pop-up store operated in Korea within the past six months. The survey period is from August 20, 2024 to September 30, 2024, and I conducted a face-to-face survey with a professional online survey agency at the same time. The final 343 copies were used as empirical analysis data. The results are as follows. First, all food and beverage pop-up store experience economy factors(4E) were found to have a positive (+) effect on brand attachment. Second, three factors excluding aesthetic experience among the food and beverage pop-up store experience economy factors(4E) were found to have a positive (+) effect on brand attitude. Third, it was found that brand attachment had a positive (+) effect on brand attitude. Fourth, it was found that brand attitude had a positive (+) effect on brand loyalty. These results are expected to present useful practical implications for establishing marketing strategies and building consumer relationships through food and beverage pop-up store in the future.