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Conceptual Foundation for a Town Centre Physical/Digital Integration Measurement Tool

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Advances in National Brand and Private Label Marketing

Part of the book series: Springer Proceedings in Business and Economics ((SPBE))

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Abstract

The purpose of this research is to propose a theoretical framework for the assessment of Town Centre Management from an omni-channel perspective. Moreover, there is a need for more multi-dimensional and empirical methods of measuring the Digital High Street performance (i.e., the integration of the physical/digital Town Centre experience or health of the Digital High Street). Earlier measurement tools do not consider measures of different stakeholders, such as their digital skills and involvement in the Digital High Street. There are also methodological considerations as previous tools are mainly based on survey measures, which are difficult to be updated regularly. Therefore, this study fills these research gaps by means of an holistic theoretical framework that uses a wide set of observed measures from different primary and secondary sources involving attractiveness and composition of the retail assortment including different types of brands.

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Author information

Authors and Affiliations

  1. School of Business and Economics, Loughborough University, Loughborough, UK

    Fiona Ellis-Chadwick

  2. Faculty of Business and Economics, University of Almería, Almería, Spain

    Antonia Estrella-Ramón

Authors
  1. Fiona Ellis-Chadwick
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  2. Antonia Estrella-Ramón
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Corresponding author

Correspondence to Fiona Ellis-Chadwick .

Editor information

Editors and Affiliations

  1. Department of Business Administration, University of Granada, Granada, Spain

    Francisco J. Martínez-López

  2. Department of Economics and Business, University of Almería, Almería, Spain

    Juan Carlos Gázquez-Abad

  3. Tuck School of Business, Dartmouth College , Hanover, New Hampshire, USA

    Kusum L. Ailawadi

  4. Department of Finance and Marketing Research, Autonomous University of Madrid, Madrid, Spain

    María Jesús Yagüe-Guillén

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Ellis-Chadwick, F., Estrella-Ramón, A. (2017). Conceptual Foundation for a Town Centre Physical/Digital Integration Measurement Tool. In: Martínez-López, F., Gázquez-Abad, J., Ailawadi, K., Yagüe-Guillén, M. (eds) Advances in National Brand and Private Label Marketing. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-59701-0_18

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