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DOI :
Journal Korea Society of Visual Design Forum , Vol.85, No.0, 175 ~ 185, 2024
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| Title |
| Understanding the effects of on-campus brand pop-ups on brand attitude and word-of-mouth intention amongst university students in Korea |
| Hyun-kyung Lee , Haeyeon Kim , Joowon Yoon , Sang-eun Oh |
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| abstract |
| Background Across Korea, on-campus pop-up events are used by brands as a key provider of experiential marketing to university students. However, these so-called “campus attacks” have not been researched academically. This study aims to fill that gap by testing the effects of brand experience constructs on experience satisfaction, brand attitude, and both offline and electronic word-of-mouth in this unique context.
Methods Research was done through case studies, exploratory interviews, and surveys amongst university students in Korea. Key findings of the regression analysis include the importance of the affective dimension of brand experience on all outcomes, as well as the insignificant effects of behavioral and intellectual dimensions, a finding which differs from prior research.
Result A new construct of perceived space attractiveness, discovered through exploratory interviews and operationalized through literature review, is introduced, and found to have overall importance in this context.
Conclusion The study serves as a guide for companies in planning their campus attack strategy and provides suggestions for further research in brand experience in the campus setting. |
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| Key Words |
| campus attack, brand experience, pop-up store |
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