Wednesday, June 14, 2017 - 16:00
Rik Medlik Building (32 MS 01)
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Decomposing Place Attachment: Investigating How Customers Respond to a Retail Business Relocation with:
Torgeir Aleti, Assistant Professor in Marketing, RMIT University
This paper explores the use of stated preference and choice-based methods to investigate how various attributes of retail outlets influence customer decisions to stay or move with a retail brand as it relocates to new site. The study aims to decompose place attachment into multiple components and measure the contribution of each to a consumer’s attachment experience and behavioural loyalty. Thereby we evaluate the relative weight of the physical and social dimensions of place attachment as it relates to various types of retail outlet. Outlet locations may have unique features that add to attachment but retail outlets also represent branded servicescapes that may replicate at or relocate to different sites, resulting in consumers experiencing novelty but also disruption and the dilemma whether to change their patronage behaviour. When a business or brand moves, consumers may move with the brand or they may stay with the place. However, it is not known how different aspects or constituting components of place attachment influence consumers’ decisions to stay or move when a business relocates.
About the presenter
Torgeir Aleti is an Assistant Professor in Marketing at RMIT University, Melbourne Australia. He has published several books and articles; mainly related to consumer socialisation and social learning processes. His work on how family members learn consumer skills from each other has won two Emerald outstanding paper awards. Rooted in social learning theory, Torgeir’s research investigates social and relational aspects of consumption choices and behaviour. He has consulted non-for-profit community health organisations in relation to peer-learning between young adults as well as consumer learning within families. In addition, he has consulted some of Victoria’s Craft Breweries as well as the Australian Craft Beer Industry Association (CBIA) about humanisation and social connectedness of their brands.