Factory-Outlet-Center: Discount oder Disney? Eine explorative Analyse der Auswirkungen von Erlebnismarketing auf die Attraktivität von Factory-Outlet-Centern

Celine C. Gildemeister, Audrey Mehn and Jens K. Perret

No 16, ISM Working Papers from International School of Management (ISM), Dortmund

Abstract: The presented study analyzes the effects of experience marketing on the attractiveness of German factory-outlet-centers (FOC). Due to a changing competitive landscape and societal value changes, the retail sector has to find new ways to remain attractive for consumers, one of this is the use of experience marketing. In FOC, however, this development has not been realized in its entirety. The empirical study answers the question whether FOCs have overseen the relevance of changing market conditions or if there is no demand for experiences and entertainment in FOCs. Another focus of this study is to evaluate how far these marketing approaches have the potential to increase the FOCs attractiveness. The results indicate that experience marketing is less predominant for center visitors and customers than low prices and discounts. Furthermore, it shows that only omni-channel initiatives bear the potential to attract customers to a FOC.

Keywords: Direktvertrieb; Einkaufszentrum; Event-Marketing; Deutschland (search for similar items in EconPapers)
Date: 2021
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.econstor.eu/bitstream/10419/299606/1/ism-wp16.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:zbw:ismwps:299606

Access Statistics for this paper

More papers in ISM Working Papers from International School of Management (ISM), Dortmund Contact information at EDIRC.
Bibliographic data for series maintained by ZBW - Leibniz Information Centre for Economics ().