Sit, Jason and Johnson Morgan, Melissa and Woodside, Frances M. (2008) How do in-mall entertainment events impact on consumers' shopping mall behaviours? a model of special event entertainment. In: 2008 Global Marketing Conference, 20-23 Mar 2008, Shanghai, China.
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[Abstract]: This paper presents a conceptual framework which aims to examine the impact of special event entertainment (SEE) on shopping centre patrons’ behaviours. Adapted from Wakefield and Baker’s model (1998), the framework presented proposes that shoppers’perceptions of SEE constitute three factors and they are perceived quality, perceived participation benefits and perceived crowding related to SEE. These three perceptual factors are proposed to have a positive impact on shopper excitement with SEE which in turn influences their shopping satisfaction and unplanned purchases. Perceived quality of SEE is proposed to be a positive determinant of the other two perceptual factors. The framework presented is yet to be empirically tested but it should extend our knowledge in the marketing literature of retail environments and event marketing. Potential theoretical and managerial implications are also discussed.
|Item Type:||Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)|
|Additional Information:||No indication of copyright restrictions for this conference paper.|
|Uncontrolled Keywords:||shopping centres, event management, event marketing, special events|
|Subjects:||350000 Commerce, Management, Tourism and Services > 350200 Business and Management > 350204 Marketing and Market Research|
|Depositing User:||Mrs Frances Woodside|
|Date Deposited:||10 Jun 2009 11:25|
|Last Modified:||02 Jul 2013 23:13|
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