Effects of Sports Pop-Up Store Experiences on Brand Attitude, Image, and Word-of-Mouth Intention

The purpose of this study is to examine the influence of experiential factors in sports pop-up stores on brand attitude, brand image, and word-of-mouth intention, providing foundational data for designing experience-driven marketing strategies that maximize consumer engagement. This study used purposive sampling to target consumers who experienced sports pop-up stores. A total of 301 online survey responses were collected from June to August 2024, with 236 used for analysis. Data were analyzed using SPSS 28.0, employing frequency analysis, exploratory factor analysis, reliability analysis, and correlation analysis. The results of this study are as follows. First, regarding brand attitude, experiential factors in sports pop-up stores had a significant impact in the order of relationship, emotion, and sensory. Second, regarding brand image, the factors that most strongly correlated with brand image were, in order, relationship, sensory, cognition, emotion, and activity. Lastly, regarding word-of-mouth intention, the experiential factors most significantly affecting it were relationship and emotion.