Developing and validating a psychometric shopper-based mall equity measure
AbstractThis paper introduces a new retailing concept called shopper-based mall equity (SBME). SBME is the differential effect of mall knowledge on shoppers' responses to a mall's marketing activities. The results of a study in two Canadian shopping malls consisting of 905 shoppers who were administered a questionnaire suggest that SBME is a bi-dimensional construct, composing two sub-scales, namely mall awareness and mall image. Further psychometric tests show a parsimonious SBME measure with support for convergent, discriminant and predictive validities. Multi-group latent mean structures show that the SBME measure is able to discriminate shoppers that globally attribute high-mall scores from those who globally attribute low-mall scores. The article includes theoretical and managerial implications.
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Bibliographic InfoArticle provided by Elsevier in its journal Journal of Business Research.
Volume (Year): 62 (2009)
Issue (Month): 6 (June)
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Web page: http://www.elsevier.com/locate/jbusres
Retailing Mall equity High-order CFA Multi-group CFA Latent mean structures;
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