خرید همراه و تأثیر بر روی تجربه برند مرکز خرید
ترجمه نشده

خرید همراه و تأثیر بر روی تجربه برند مرکز خرید

عنوان فارسی مقاله: خرید همراه: تأثیر بر روی تجربه برند مرکز خرید
عنوان انگلیسی مقاله: Companion shopping: the influence on mall brand experiences
مجله/کنفرانس: برنامه ریزی و هوش بازاریابی - Marketing Intelligence & Planning
رشته های تحصیلی مرتبط: مدیریت
گرایش های تحصیلی مرتبط: مدیریت کسب و کار، مدیریت بازرگانی، بازاریابی
کلمات کلیدی فارسی: هم آفرینی، خريد همراه، برندسازی تجربی، تجربه برند مرکز خرید، ارزش تجربي خريد
کلمات کلیدی انگلیسی: Co-creation، Companion shopping، Experiential branding، Mall brand experience، Shopping experiential value
نوع نگارش مقاله: مقاله پژوهشی (Research Article)
شناسه دیجیتال (DOI): https://doi.org/10.1108/MIP-08-2018-0340
دانشگاه: Department of Marketing, Griffith Business School, Griffith University, Gold Coast, Australia
صفحات مقاله انگلیسی: 15
ناشر: امرالد - Emeraldinsight
نوع ارائه مقاله: ژورنال
نوع مقاله: ISI
سال انتشار مقاله: 2019
ایمپکت فاکتور: 2/093 در سال 2019
شاخص H_index: 59 در سال 2020
شاخص SJR: 0/580 در سال 2019
شناسه ISSN: 0263-4503
شاخص Quartile (چارک): Q2 در سال 2019
فرمت مقاله انگلیسی: PDF
وضعیت ترجمه: ترجمه نشده است
قیمت مقاله انگلیسی: رایگان
آیا این مقاله بیس است: بله
آیا این مقاله مدل مفهومی دارد: دارد
آیا این مقاله پرسشنامه دارد: ندارد
آیا این مقاله متغیر دارد: دارد
کد محصول: E13943
رفرنس: دارای رفرنس در داخل متن و انتهای مقاله
فهرست مطالب (انگلیسی)

Abstract

Introduction

The literature

Gap in the literature

Conceptual framework

Methodology

Results

Discussion

Theoretical contributions

Practical implications

Scope and future research agenda

References

بخشی از مقاله (انگلیسی)

Abstract

Purpose - The purpose of this paper is to investigate the influence of a shopping companion on mall brand experience. Design/methodology/approach – The quantitative multi-group structural equation model study contrasts three shopper types: those shopping alone; those shopping with friends; and those shopping with family. Two categories are shoppers in a group. Nine hypotheses evaluate the impact of shopping with a companion.
Findings - The results show that companions enhance the emotional brand experience. Further, shoppers with family companions are most able to enhance brand evaluation from mall brand experience. Shopping companions help co-create the shopping brand experience.
Research limitations/implications - The findings are limited to Australian shoppers and contrast with Canadian studies, emphasizing friends. Alone shoppers place priority on price and only the alone shoppers are price-sensitive. The findings help address the gap in the literature, namely, understanding focal retail consumers in a group situation.
Practical implications - Retailers and mall managers in planned shopping centers could consider developing different retail strategies and brand experiences, which address the specific types of customer groups or alone shoppers.
Social implications - The paper is explicitly about social influences.
Originality/value - This original research contributes new perspectives to understanding the role of companion shoppers as co-creators of the focal shopper’s mall brand experience.

Introduction

Shopping malls dominate Australian retailing, with growth from refurbishments rather than building new malls. The largest malls have more than 300 tenants and cater for extensive shopping needs, including fashion, homewares and services. Malls have replaced department stores as “cathedrals of consumption” (Backes, 1997; Howard, 2015). Increasing attention focuses on a “total shopping experience” rather than merchandise alone. Management enables the mall experience by investing in interesting architecture, lighting, color, ambience and an appealing retail tenant mix. Greater attention on consumer experiences compared with merchandise transactions is consistent with the Marketing Science Institute (2014) research priorities, which signaled the need for more such research. This paper responds to that call by studying consumers’ mall brand experiences, and explicitly focusing on the social context of mall brand experiences by researching the companion shopper’s role. The social context is particularly relevant in the mall situation because conceivably the mall is a community hub bringing the community together. The study responds to broader calls (Bagozzi, 2000; Verhoef et al., 2009) for research into how the social environment influences the customer experience. Despite the apparent domination of mall shopping in several countries and the evident preponderance of companion shopping, few studies on the effects of companion shopping exist.