Psychographic Characteristics Linking Apparel & Lifestyle Pop-up Stores to Brand Experience and WOM Intentions of Generation Z Consumers

Authors

  • Neetu Singh Symbiosis Institute of Design Pune

Abstract

This research aims at exploring the influence of psychographic characteristics such as hedonic shopping values, uniqueness values and store atmosphere on the brand experience and Word of mouth intentions of generation Z Indian consumers towards apparel and lifestyle pop up store formats. A survey was administered to 200 Indian consumers aged between 18-24 and analyzed using structural equation modelling to assess the same. The findings depict that amongst the popup store characteristics, hedonic shopping value and store atmosphere have a direct significant relationship with brand experience but not with WOM intentions of the consumer while uniqueness value does not result in brand experience but generates positive WOM intentions for the consumer. There is no indirect effect of hedonic shopping value, store atmosphere and uniqueness value being mediated by brand experience on the WOM intentions of the generation Z consumers of India. The study also validates that brand familiarity does not act as a moderator between hedonic shopping value, store atmosphere and brand experience on WOM while, brand uniqueness is moderated by brand familiarity on WOM validating that popup store uniqueness value along with high brand familiarity results in generation of positive WOM for the store.

Downloads

Additional Files

Published

2023-08-07

Issue

Vol. 12 No. 4 (2023)

Section

Peer Reviewed Article

License

By submitting a manuscript, the authors agree that the copyright of all materials published in Journal of Textile and Apparel Technology and Management (JTATM) is transferred to the publisher if and when their manuscript is accepted for publication. Please note the following details as an understanding for submitting a manuscript to JTATM for publication.
Authors grant rights to JTATM to disseminate the paper and its contents as a file on the Internet when the paper is accepted. JTATM owns an exclusive right for the paper until it is either rejected or published. The authors cannot submit the same paper in part or in its entirety to another journal during the review.
Authors retain rights to be identified as the authors when the paper is published, and the patent right or rights relating to products or processes described in the paper. The authors retain rights to the educational and research uses of the paper, such as teaching and exchange of the published or pre-publication version of the paper with colleagues, for non-commercial purposes. The authors may obtain permission from the journal for a non-exclusive use of the contents in the paper, such as tables, figures and texts, with a proper acknowledgement to the journal.
Authors must warrant the originality of the paper in that the contents of the paper in part or in full have not been published or submitted elsewhere while the paper is under review.
Effective date for the above policies is December 1, 2010. The authors of the papers published before this date will be contacted via email for copyright transfer agreements.