Customer-based pop-up store equity and consumer shopping behavior

ABSTRACT This study explores how a company's offline and online service quality affects customer-based pop-up store equity, which in turn influences consumers’ willingness to pay a price premium and consumers’ purchase intention when shopping at a pop-up retail store. This study utilized Aaker's ([1991]. Managing brand equity: Capitalizing on the value of a brand name. New York: FreePress) brand equity model as the conceptual framework of the study. From the exploratory factor analysis, three dimensions emerged: awareness/association, perceived quality, and loyalty. The result of this research showed that offline service quality was a significant determinant that influences pop-up store equity. Among the three constructs identified as pop-up store equity in this study, awareness/association and loyalty were the significant determining factors for the customers’ willingness to pay the price premium. Also, awareness/association and perceived quality of pop-up stores were the significant factors that influence purchase intention.