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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

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.

Suggested Citation

  • Chebat, Jean-Charles & Sirgy, M. Joseph & Grzeskowiak, Stephan, 2010. "How can shopping mall management best capture mall image?," Journal of Business Research, Elsevier, vol. 63(7), pages 735-740, July.
  • Handle: RePEc:eee:jbrese:v:63:y:2010:i:7:p:735-740
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    References listed on IDEAS

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    1. repec:ehu:cuader:15781 is not listed on IDEAS
    2. Bèzes, Christophe, 2014. "Definition and psychometric validation of a measurement index common to website and store images," Journal of Business Research, Elsevier, vol. 67(12), pages 2559-2578.
    3. Alberto Mattiacci & Riccardo Resciniti, 2015. "A ciascuno la sua musica. l’effetto della notorietà della musica di sottofondo sul comportamento d’acquisto nei punti vendita," MERCATI E COMPETITIVITÀ, FrancoAngeli Editore, vol. 2015(3), pages 15-34.
    4. 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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