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The Impact of Environmental Graphic Design in Shopping Malls on Brand Image and Spatial Experience Integration

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  • Wang, Zhenzi
  • Jiang, Yanan

Abstract

This empirical study examines how environmental graphic design (EGD) influences brand perception and spatial experience in retail environments. Through quantitative analysis of 512 consumer surveys across six shopping malls in China, we demonstrate that EGD quality significantly correlates with both brand recognition (r = 0.723, p < 0.01) and spatial comfort ratings (r = 0.681, p < 0.01). Path analysis reveals that EGD affects purchase intention through dual mechanisms: brand reinforcement (β = 0.43) and experience optimization (β = 0.57). The findings provide actionable insights for retail space design, emphasizing the strategic importance of EGD in enhancing consumer engagement and commercial performance.

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  • Wang, Zhenzi & Jiang, Yanan, 2025. "The Impact of Environmental Graphic Design in Shopping Malls on Brand Image and Spatial Experience Integration," European Journal of Business, Economics & Management, Pinnacle Academic Press, vol. 1(1), pages 86-91.
    • Handle: RePEc:dba:ejbema:v:1:y:2025:i:1:p:86-91
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