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Measuring the Experiential Marketing Orientation Management of Shopping Centres

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • Mónica Gómez-Suárez

    (Universidad Autónoma de Madrid)

  • María Jesús Yagüe

    (Universidad Autónoma de Madrid)

  • Cristina García-Gumiel

    (OCIBAR)

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.

Suggested Citation

  • Mónica Gómez-Suárez & María Jesús Yagüe & Cristina García-Gumiel, 2019. "Measuring the Experiential Marketing Orientation Management of Shopping Centres," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Juan Carlos Gázquez-Abad & Anne Roggeveen (ed.), Advances in National Brand and Private Label Marketing, pages 35-42, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-18911-2_5
    DOI: 10.1007/978-3-030-18911-2_5
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