1. Kim, G.,* Jin, B., & Shin, D. (2022). Virtual reality as a promotion tool for small independent stores, Journal of Retailing and Consumer Services, 64, 102822 [SSCI journal]
2. Jin, B.,* & Kim, G. (2022). Assessing Malaysia and Indonesia as emerging retail markets: An institution-based view. International Journal of Retail and Distribution Management, 50(6), 692-707. [SSCI journal]
3. Han, W.,* Kim G., & Rothenberg, L. (2022, October). The importance of fashion pop-up store format and brand type on enhancing consumers’ brand interest: The moderating role of fashion leadership. Paper presented at the annual conference of International Textile and Apparel Association, Denver, Colorado
Assistant Professor of Apparel Design and Merchandising
Family and Consumer Sciences
Article
Poster
1. https://doi.org/10.1016/j.jretconser.2021.102822
2. https://doi.org/10.1108/IJRDM-05-2020-0187
3. Not yet available
1. This study compared traditional online stores with 360-degree virtual reality (VR) videos of a small independent store and found that the VR videos can enhance customers’ store experience and increase their responses to the store by inducing a heightened flow state. For the experiment, the authors developed the VR stimulus by visiting a local small independent retail store. The study suggests that 360-degree VR videos can be a useful and affordable customer acquisition tool for small retailers with limited resources since the software and hardware required to operate them are uncomplicated and cost-effective for small companies.
2. This study used institutional theory to examine the institutional environments of the Malaysian and Indonesian markets, comparing their formal (i.e., explicit and regulatory) and informal (i.e., tacit normative and cultural-cognitive) institutions. Despite sharing Islam as a major religion and the Bahasa language, there were notable variations in their formal institutions related to the retail environment, including foreign investment and retail infrastructure. The study made suggestions for global retail companies looking to enter these markets based on the findings.
3. Through 2 (stationary location vs. mobile pop-up store) X2 (typical brand vs. e-commerce only brand) experimental designed online survey, this study compared the effects of different pop-up store formats and different brand types on consumers with different fashion leadership levels in terms of inducing consumer emotions and brand interest. The study found that the types of pop-up stores and brands have an impact on consumers’ emotions and brand interest, especially when considering their fashion leadership level.