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.
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Acknowledgements
This research was supported by the Spanish Ministry of Economy and Competitiveness under Research Project Reference ECO215-69103-R and conducted under the framework of the TECHNOCONS UAM research group. The authors are grateful to Dr. Sebastián Molinillo of Málaga University for his valuable help to obtain the data. They also thank the Asociación Española de Centros Comerciales (AECC) for favouring the participation of their associates and providing space to carry out the survey.
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Gómez-Suárez, M., Yagüe, M.J., García-Gumiel, C. (2019). Measuring the Experiential Marketing Orientation Management of Shopping Centres. In: Martínez-López, F., Gázquez-Abad, J., Roggeveen, A. (eds) Advances in National Brand and Private Label Marketing. NB&PL 2019. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-18911-2_5
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