Urban Place Marketing and Retail Agglomeration Customers
Teller, C and Elms, JR (2012) Urban Place Marketing and Retail Agglomeration Customers Journal of Marketing Management, 28 (5-6). 546 - 567. ISSN 0267-257X
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Through identifying the attributes of a place that have an influence on the patronage behaviour of urban retail customers, this paper presents a conceptual model that proposes direct and indirect antecedents regarding the different retail-related dimensions associated with urban place attractiveness. An empirical study was conducted whereby the model was tested by surveying approximately 500 actual customers at the time they visited a particular town centre for the purposes of shopping. The results showed that the retail tenant mix, the merchandise value, and the atmosphere had a direct impact, and the product range and the sales personnel an indirect impact upon the evaluation of attractiveness. Furthermore, a number of additional effects towards these antecedents were identified with respect to parking conditions, the non-retail tenant mix, manoeuvrability, and orientation. This revealed that retailing activities were a major driver of attractiveness for an urban place. The practical implication of these findings suggests that place marketing activities should be proactive in supporting and enabling retailers in fulfilling their roles.
|Additional Information:||© Westburn Publishers Ltd. This is an electronic version of an article published in Journal of Marketing Management, 28(5-6), 546-567 (2011). Journal of Marketing Management is available online at: http://www.tandfonline.com/loi/rjmm20|
|Divisions:||Faculty of Business, Economics and Law > Surrey Business School|
|Depositing User:||Symplectic Elements|
|Date Deposited:||16 Aug 2012 13:47|
|Last Modified:||09 Jun 2014 13:21|
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