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

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • Fiona Ellis-Chadwick

    (Loughborough University)

  • Antonia Estrella-Ramón

    (University of Almería)

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.

Suggested Citation

  • Fiona Ellis-Chadwick & Antonia Estrella-Ramón, 2017. "Conceptual Foundation for a Town Centre Physical/Digital Integration Measurement Tool," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Juan Carlos Gázquez-Abad & Kusum L. Ailawadi & María Jesús Yagüe-Guill (ed.), Advances in National Brand and Private Label Marketing, pages 173-182, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-59701-0_18
    DOI: 10.1007/978-3-319-59701-0_18
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