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How can shopping mall management best capture mall image?

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  • Chebat, Jean-Charles
  • Sirgy, M. Joseph
  • Grzeskowiak, Stephan
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    Abstract

    One way to generate more traffic in a mall is to build a strong mall image perceived by shoppers as delivering a unique bundle of benefits. Such effort has to be guided by a performance metric, namely a comprehensive measure of mall image. We hypothesize that mall image can best be conceptualized in terms of five major dimensions a la Ailawadi and Keller [Ailawadi K.L., Keller K.L. Understanding Retail Branding: Conceptual Insights and Research Priorities. J Retail 2004; 80 (Winter):331-342.] retail branding dimensions: access, store atmosphere, price and promotion, cross-category assortment, and within-category assortment. The predictive (nomological) validity of the mall image measure was tested in relation to mall attitude, mall patronage, and word-of-mouth communications. We validated the mall image measure using data generated with mall-intercept surveys in two different malls in a large city in Canada (NÂ =Â 861). The data provided support for the predictive validity of the mall image measure. Managerial implications of the mall image measure are also discussed.

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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 63 (2010)
    Issue (Month): 7 (July)
    Pages: 735-740

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    Handle: RePEc:eee:jbrese:v:63:y:2010:i:7:p:735-740

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    Web page: http://www.elsevier.com/locate/jbusres

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    Keywords: Mall image Access Store atmospheres Price and promotion Cross-category assortment Within-category assortment;

    References

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    1. P-Y. Léo & J. Philippe, 2002. "Retail Centres: Location and Consumer's Satisfaction," The Service Industries Journal, Taylor & Francis Journals, vol. 22(1), pages 122-146, January.
    2. Babin, Barry J. & Attaway, Jill S., 2000. "Atmospheric Affect as a Tool for Creating Value and Gaining Share of Customer," Journal of Business Research, Elsevier, vol. 49(2), pages 91-99, August.
    3. Franke, George R. & Preacher, Kristopher J. & Rigdon, Edward E., 2008. "Proportional structural effects of formative indicators," Journal of Business Research, Elsevier, vol. 61(12), pages 1229-1237, December.
    4. Chebat, Jean-Charles & Sirgy, M. Joseph & St-James, Valerie, 2006. "Upscale image transfer from malls to stores: A self-image congruence explanation," Journal of Business Research, Elsevier, vol. 59(12), pages 1288-1296, November.
    5. Pashigian, B Peter & Gould, Eric D, 1998. "Internalizing Externalities: The Pricing of Space in Shopping Malls," Journal of Law and Economics, University of Chicago Press, vol. 41(1), pages 115-42, April.
    6. Michon, Richard & Chebat, Jean-Charles & Turley, L. W., 2005. "Mall atmospherics: the interaction effects of the mall environment on shopping behavior," Journal of Business Research, Elsevier, vol. 58(5), pages 576-583, May.
    7. Money, R. Bruce, 2004. "Word-of-mouth promotion and switching behavior in Japanese and American business-to-business service clients," Journal of Business Research, Elsevier, vol. 57(3), pages 297-305, March.
    8. Sirgy, M. Joseph & Grewal, Dhruv & Mangleburg, Tamara, 2000. "Retail Environment, Self-Congruity, and Retail Patronage: An Integrative Model and a Research Agenda," Journal of Business Research, Elsevier, vol. 49(2), pages 127-138, August.
    9. Darden, William R. & Babin, Barry J., 1994. "Exploring the concept of affective quality: Expanding the concept of retail personality," Journal of Business Research, Elsevier, vol. 29(2), pages 101-109, February.
    10. Jarvis, Cheryl Burke & MacKenzie, Scott B & Podsakoff, Philip M, 2003. " A Critical Review of Construct Indicators and Measurement Model Misspecification in Marketing and Consumer Research," Journal of Consumer Research, University of Chicago Press, vol. 30(2), pages 199-218, September.
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    Cited by:
    1. Bhatnagar, Amit & Syam, Siddhartha S., 2014. "Allocating a hybrid retailer's assortment across retail stores: Bricks-and-mortar vs online," Journal of Business Research, Elsevier, vol. 67(6), pages 1293-1302.

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