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| Author: | Dennis, C. et al |
| Title: | Measuring image: shopping centre case studies |
| Journal: | International Review of Retail, Distribution and Consumer Research
2002 : OCT, VOL. 12:4, p. 355-373 |
| Index terms: | Shopping centres Brands Product image |
| Language: | eng |
| Abstract: | The authors first investigated qualitatively, asking shoppers to describe centres in "personality" terms and eliciting clear descriptive differences between centres. Second, they evaluated six UK shopping centres quantitatively using a questionnaire survey. The 'strong and vibrant' centre scored significantly higher than the "dull and boring" one. The authors contend that brand management could pay rewards in terms of customer numbers, sales turnover and rental income. |
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