Measuring the Experiential Marketing Orientation Management of Shopping Centres

Mónica Gómez-Suárez (), María Jesús Yagüe () and Cristina García-Gumiel ()
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Mónica Gómez-Suárez: Universidad Autónoma de Madrid
María Jesús Yagüe: Universidad Autónoma de Madrid
Cristina García-Gumiel: OCIBAR

A chapter in Advances in National Brand and Private Label Marketing, 2019, pp 35-42 from Springer

Abstract: Abstract The purpose of this article is to provide a robust and consistent measurement of experiential marketing orientation management. Drawing on existing studies on market orientation, customer experience management and experiential marketing, our work extends the literature by validating a pioneer scale that measures experiential marketing orientation in a holistic manner. Survey data were collected from 171 managers of Spanish shopping centres and retailers. Structural equation modelling confirms the influence of this scale on performance. Our model helps to improve retailers’ competitive advantage and its ability to achieve results that meet or exceed its goals.

Keywords: Experiential marketing; Shopping centres; Retailers; Market orientation; Customer experience management; Performance (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-18911-2_5

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DOI: 10.1007/978-3-030-18911-2_5

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