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dc.contributor.authorMerrilees, Bill
dc.contributor.authorMiller, Dale
dc.contributor.authorShao, Wei
dc.date.accessioned2017-11-21T04:10:19Z
dc.date.available2017-11-21T04:10:19Z
dc.date.issued2016
dc.identifier.issn1061-0421
dc.identifier.doi10.1108/JPBM-05-2015-0889
dc.identifier.urihttp://hdl.handle.net/10072/142774
dc.description.abstractPurpose: This paper aims to examine mall consumer brand meaning through understanding consumer brand associations of shopping malls. Design/methodology/approach: Building on the literature, a quantitative methodology is applied. A large sample (n = 755) of an Australian shopping mall is surveyed, and the data are analysed using structural equation modelling. Findings: The first set of findings is that mall atmosphere and mall merchandise are the main determinants of consumer mall satisfaction. In turn, consumer mall satisfaction and mall merchandise are the main determinants of consumer mall brand attitudes. Research limitations/implications: The study is the first known study to measure consumer-based mall brand meaning quantitatively. This discovery gives a more holistic understanding of the mall brand. Additionally, the study highlights that mall branding is essentially experiential branding. Practical implications: The study provides sound guidance for mall managers by suggesting priorities in shaping the mall brand, the emphasis on mall atmosphere and the criticality of tenant mix. Some malls spend hundreds of millions of dollars on refurbishments, enhancing mall atmosphere, consistent with the emphasis of this paper. Social implications: More effective experiential branding could influence community well-being. Originality/value: This original research pioneers the discovery of customer-based mall brand meaning. Additionally, the study adds to the experiential branding literature. Sensory experiences are not sufficient to examine brand experiences; additionally, the core product (mall merchandise in our context) enhances the total (mall) brand experience.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherEmerald
dc.relation.ispartofpagefrom262
dc.relation.ispartofpageto273
dc.relation.ispartofissue3
dc.relation.ispartofjournalJournal of Product and Brand Management
dc.relation.ispartofvolume25
dc.subject.fieldofresearchMarketing not elsewhere classified
dc.subject.fieldofresearchBusiness and Management
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchcode150599
dc.subject.fieldofresearchcode1503
dc.subject.fieldofresearchcode1505
dc.titleMall brand meaning: an experiential branding perspective
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.facultyGriffith Business School, Department of Marketing
gro.hasfulltextNo Full Text
gro.griffith.authorMiller, Dale
gro.griffith.authorMerrilees, Bill J.
gro.griffith.authorShao, Wei D.


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