کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1018640 940357 2010 6 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
How can shopping mall management best capture mall image?
کلمات کلیدی
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
پیش نمایش صفحه اول مقاله
How can shopping mall management best capture mall image?
چکیده انگلیسی
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 (N = 861). The data provided support for the predictive validity of the mall image measure. Managerial implications of the mall image measure are also discussed.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 63, Issue 7, July 2010, Pages 735-740
نویسندگان
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