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Conceptual foundation for a town centre physical/digital integration measurement tool
conference contributionposted on 2017-09-07, 09:38 authored by Fiona Ellis-ChadwickFiona Ellis-Chadwick, A. Estrella-Ramon
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.
- Business and Economics
Published inResearch on National Brand and Private Label Marketing 2017 Advances in National Brand and Private Label Marketing
CitationELLIS-CHADWICK, F. and ESTRELLA-RAMON, A., 2017. Conceptual foundation for a town centre physical/digital integration measurement tool. IN: Martinez-Lopez, F. ... et al (eds). Advances in National Brand and Private Label Marketing. Springer Proceedings in Business and Economics. Springer: Cham, pp. 173-182.
- AM (Accepted Manuscript)
Publisher statementThis work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/
NotesThis is a pre-copyedited version of a contribution published in Martinez-Lopez, F. ... et al (eds). Advances in National Brand and Private Label Marketing published by Springer. The definitive authenticated version is available online via http://dx.doi.org/10.1007/978-3-319-59701-0_18. This paper was also presented at the 2017 International Conference on National Brand and Private Label Marketing, Barcelona, Spain, 28th-30th June 2017.
Book seriesSpringer Proceedings in Business and Economics;