Enhancing customer loyalty to shopping centres through special event entertainment: the mediating role of hedonic value?
Paper
Paper/Presentation Title | Enhancing customer loyalty to shopping centres through special event entertainment: the mediating role of hedonic value? |
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Presentation Type | Paper |
Authors | Sit, Jason (Author), Johnson Morgan, Melissa (Author) and Ekinci, Yuksel (Author) |
Editors | Garaus, Marion, Weitzl, Wolfgang, Wolfsteiner, Elisabeth and Zimprich, Magdalena |
Journal or Proceedings Title | Proceedings of the 4th German French Austrian Conference on Quantitive Marketing (GFA 2010) |
Number of Pages | 1 |
Year | 2010 |
Place of Publication | Vienna, Austria |
Web Address (URL) of Paper | http://gfa2010.univie.ac.at/fileadmin/user_upload/GFKconference/GFA2010/documents/GFA-ConferenceProceedings_final.pdf |
Conference/Event | 4th German French Austrian Conference on Quantitive Marketing (GFA 2010): New Directions New Insights |
Event Details | 4th German French Austrian Conference on Quantitive Marketing (GFA 2010): New Directions New Insights Event Date 16 to end of 18 Sep 2010 Event Location Vienna, Austria |
Abstract | Special event entertainment refers to free entertainment events convened by shopping centres, and popular examples include school holiday events, fashion shows, celebrity appearances and market days. Despite the common use of special event entertainment, very few studies have provided an insight on the effect of special event entertainment on customer loyalty to shopping centres. In particular, very few studies have examined the perceived hedonic value and quality of special event entertainment, and how these two |
Keywords | experiential marketing; hedonic value; service quality; shopping centre loyalty |
ANZSRC Field of Research 2020 | 350606. Marketing research methodology |
350602. Consumer-oriented product or service development | |
350605. Marketing management (incl. strategy and customer relations) | |
Public Notes | Abstract available only. |
Byline Affiliations | University of Surrey, United Kingdom |
School of Management and Marketing | |
Oxford Brookes University, United Kingdom | |
Institution of Origin | University of Southern Queensland |
https://research.usq.edu.au/item/q0x3z/enhancing-customer-loyalty-to-shopping-centres-through-special-event-entertainment-the-mediating-role-of-hedonic-value
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