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How can shopping mall management best capture mall image?

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