Sit, Jason and Johnson Morgan, Melissa (2009) Defining the experiential value of auxiliary special events in shopping centres: a shopper's perspective. In: EAERCD 2009: 15th Annual Conference of European Association for Education and Research in Commercial Distribution, 15-17 Jul 2009, Guildford, Surrey, UK.
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The purpose of this study is to define the experiential value of auxiliary special events offered by shopping centres, which are also classified as special event entertainment (Sit et al., 2003). Through a series of focus group discussions with shoppers, this study identifies that shoppers define the experiential value of special event entertainment by four dimensions and they are labelled as ‘entertainment/economic value’, ‘social value’, exploration value’ and ‘escapism value’. With the exception of entertainment/economic value, all dimensions of experiential value relative to special event entertainment are considered to be hedonic in nature. On the contrary, entertainment/economic value is considered to be ‘hybrid’ oriented as it comprises both hedonic and utilitarian characteristics. Contributions to marketing theory and retail practice are discussed.
|Item Type:||Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)|
|Additional Information:||No indication of copyright restrictions.|
|Uncontrolled Keywords:||experiential value; event marketing; shopping centres; consumer behaviour|
|Subjects:||350000 Commerce, Management, Tourism and Services > 350200 Business and Management > 350204 Marketing and Market Research|
|Depositing User:||Dr Melissa Johnson Morgan|
|Date Deposited:||30 Jun 2010 09:09|
|Last Modified:||02 Jul 2013 23:36|
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