Cultural diversity in shopping center experiences: development and validation of a culturally adjusted typology
DOI:
https://doi.org/10.5585/2025.30056Palavras-chave:
experience, value, culture, marketing, shopping centersResumo
Contributing to deepening knowledge of cultural diversity in Shopping Center experiences (SC) in northeastern Brazil, developing and validating categories that represent the experience in SC, in a way culturally adjusted.
Design/methodology – The collection of 740 questionnaires in 03 cities, with a structured quantitative approach, in the interior of the Brazilian Northeast region. Data treated with Exploratory Factor Analysis and Cluster Analysis.
Results – The results showed that cultural aspects influence SC experiences. The typology of SC experiences as a 04 dimensions proposal: pleasurable distraction; affirmative prestige; sensory stimulation; and functionality. The experiential profiles of CS goers were identified into 05 groups: entertained; affirmative, utilitarian; aversive shopping; and sensory ambivalent.
Originality/value – The comparative analysis of the results, with other investigations aimed at the SC experience measuring, attests to the uniqueness of ExVal-SC. Despite the existence of similar typologies, the studies focus on and respect their cultural realities.
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Este artigo é uma tradução em English do artigo:
Diversidade cultural nas experiências de shopping centers: desenvolvimento e validação de tipologia culturalmente ajustada
Referências
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Eid, R., & El-Gohary, H. (2014). Testing and validating customer relationship management implementation constructs in Egyptian tourism organizations. Journal of Travel & Tourism Marketing, 31(3), 344-365. doi: 10.1080/10548408.2014.883348
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El-Adly, M. I., & Eid, R. (2017). Dimensions of the perceived value of malls: Muslim shoppers’ perspective. International Journal of Retail & Distribution Management, 45(1), 40-56. doi: 10.1108/IJRDM-12-2015-0188
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Ferreira, L. B., & Rocha, E. (2022). Shopping Centers, sociabilidade e segregação: Uma análise da percepção ambiental no caso de Pelotas. PIXO – Revista de Arquitetura, Cidade e Contemporaneidade, 6(23), 229–239. doi: 10.15210/pixo.v6i23.4009
Gaião, B. F. S., Souza, I. L., & Leão, A. L. S. (2012). Consumer Culture Theory (CCT) Já é uma escola de pensamento em Marketing?. Revista de Administração de Empresas, 52(3), 330-344. Retrieved from http://bibliotecadigital.fgv.br/ojs/index.php/rae/article/view/30516
Gallarza, M. G., Arteaga, F., & Gil-Saura, I. (2013). The value of volunteering in special events: A longitudinal study. Annals of Tourism Research, 40, 105-131.
Gilboa, S. and Vilnai-Yavetz, I. (2013). Shop until you drop? An exploratory analysis of mall experiences, European Journal of Marketing, 47 (1/2), pp. 239-259. doi: 10.1108/03090561311285538
Gilboa, S., Vilnai‐Yavetz, I., & Chebat, J. -C. (2016). Capturing the multiple facets of mall experience: developing and validating a scale. Journal of Consumer Behaviour, 15(1), 48-59. doi: 10.1002/cb.1531
Gilboa, S., Vilnai-Yavetz, I., Mitchell, V., Borges, A., Frimpong, K., & Belhsen, N. (2020). Mall experiences are not universal: The moderating roles of national culture and mall industry age. Journal of Retailing and Consumer Services, 57, 102210. doi:10.1016/j.jretconser.2020.102210
Gil-Saura, I., & González Gallarza, M. (2008). La investigación en valor percibido desde el marketing. Innovar. Revista de Ciencias Administrativas y Sociales, 18(31), 9-17. Retrieved from http://www.redalyc.org/html/818/81803103/
Godey, B., Lagier, J., & Pederzoli, D. (2009). A measurement scale of “aesthetic style” applied to luxury goods stores. International Journal of Retail & Distribution Management, 37(6), 527-537. doi: 10.1108/09590550910956250
Gruen, V., & Smith, L. (1960). Shopping Towns, U.S.A: The Planning of Shipping Centers. New York: Van Nostrand Reinhold.
Gupta, A., Mishra, V., & Tandon, A. (2020). Assessment of Shopping Mall Customers Experience through Criteria of Attractiveness in Tier-II and Tier-III Cities of India: An Exploratory Study, American Business Review, 23(1),
doi: 10.37625/abr.23.1.70-93
Gursoy, D., Spangenberg, E. R., & Rutherford, D. G. (2006). The hedonic and utilitarian dimensions of attendees' attitudes toward festivals. Journal of Hospitality & Tourism Research, 30(3), 279-294. doi: 10.1177/1096348006287162
Hair J. F. Jr., Sardest, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM) An emerging tool in business research. European Business Review, 26(2), 106-121. doi: 10.1108/EBR-10-2013-0128
Hastreiter, S., Marchetti, R., & Prado, P. (1999). Tipologia de consumidores baseada nas razões e motivações de frequência em shopping centers. In Encontro Anual dos Programas de Pós-Graduação em Administração (pp. 1-14) Foz do Iguaçu: Anais
Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: emerging concepts, methods and propositions. The Journal of Marketing 46(3), 92-101. doi: 10.2307/1251707
Hofstede, G (2001), Culture’s Consequences, 2nd ed., Sage Publications, Thousand Oaks, CA.
Hofstede, G., Hofstede, G. J. & Minkov, M. (2010). Cultures and Organizations: Software of the Mind (Rev. 3 ed.). New York: McGraw-Hill.
Johnson, R. A. and Wichern, D. W. (2007). Applied Multivariate Statisitical Analysis (6 ed.). Upper Saddle River, NJ: Pearson/Prentice Hall
Kim, Y. -K., Lee, M. -Y., & Park, S. -H. (2014). Shopping value orientation: Conceptualization and measurement. Journal of Business Research, 67(1), 2884-2890. doi: 10.1016/j.jbusres.2012.06.006
Krey, N., Picot-Coupey, K., & Cliquet, G. (2022). Shopping mall retailing: A bibliometric analysis and systematic assessment of Chebat's contributions. Journal of Retailin and Consumer Services, 64. doi: 10.1016/j.jretconser.2021.102702
Lemon, K. N., & Verhoef, P. C. (2016) Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6), 69-96. doi: 10.1509/jm.15.0420
Lima, M. V. V., Neto, P. J. S., & Oliveira, D. A. (2014). Decompondo o construto valores de consumo em três dimensões distintas: um estudo com usuários de Shopping Center. REA-Revista Eletrônica de Administração, 13(1), 102-119. Retrieved from http://periodicos.unifacef.com.br/index.php/rea/article/view/802
Lucas, M. R., Ayres, S. M. P. M., Santos, N. R., Dionísio, A. (2021). Consumer Experiences and Values in Brazilian Northeast Shopping Centres. Innovative Marketing, 17(3): 1-16. doi: http://dx.doi.org/10.21511/im.17(3).2021.01
Lucia-Palacios, L., Pérez-López, R., & Polo-Redondo, Y. (2016). Cognitive, affective and behavioural responses in mall experience: A qualitative approach. International Journal of Retail & Distribution Management, 44(1), 4-21. doi: 10.1108/IJRDM-05-2014-0061
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15-12-2025
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Ayres , S. M. P. M., Lucas, M. R. D. P. V., Dionisio, A., & Santos, N. M. G. R. dos. (2025). Cultural diversity in shopping center experiences: development and validation of a culturally adjusted typology. ReMark - Revista Brasileira De Marketing, 24(4), e30056 . https://doi.org/10.5585/2025.30056
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Copyright (c) 2025 Simone Maia Pimenta Martins Ayres , Maria Raquel David Pereira Ventura Lucas, Andreia Dionisio, Nuno Manuel Gameiro Rebelo dos Santos
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