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The Effect of Food and Beverage Pop-up Store Experience Economy Factors(4Es) on Brand Attachment, Brand Attitude, and Brand Loyalty - Focusing on the Experience Economy Theory -
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.
