A study of branding experience plazas: Strategic marketing view

The research conducts a survey to perform the analysis of the consumer perceptions on experience values and store attributes toward targeted branding experience plazas. The findings highlight perceptions of factors such as consumer return on investment, service excellence, playfulness, educational experience values, location convenience and store atmosphere aiding the experience and marketing effects of branding experience plazas. The research results could be referenced by firms to decide their marketing strategies of branding experience plazas. Further, the research findings could contribute to the marketing theory in academia.