[Abstract]: This paper presents a conceptual framework which aims to examine the impact of special event entertainment (SEE) on shopping centre patrons’ behaviours. Adapted from Wakefield and Baker’s model (1998), the framework presented proposes that shoppers’perceptions of SEE constitute...

This paper reviews the literature on the use of entertainment in shopping centres and outlines the constructs believed to impact upon consumer’s responses to special event entertainment. Special event entertainment (SEE) refers to entertainment events or activities that are offered on an...

Special event entertainment (SEE) is a category of shopping centre entertainment that is seasonal, temporary and discrete in nature and it can involve school holiday entertainment, fashion shows and market days (Sit, Merrilees and Birch, 2003). Using SEE, shopping centre managers seek to entice...