dc.contributor.convenor | Professor Peter Thirkell | |
dc.contributor.author | Stanley, Sarah | |
dc.contributor.author | Miller, Dale | |
dc.contributor.editor | Jim Wiley | |
dc.date.accessioned | 2018-04-03T01:40:26Z | |
dc.date.available | 2018-04-03T01:40:26Z | |
dc.date.issued | 2004 | |
dc.date.modified | 2009-11-12T07:27:31Z | |
dc.identifier.uri | http://hdl.handle.net/10072/2280 | |
dc.description.abstract | The term marketing is increasingly recognised as being synonymous with the term branding.
The emphasis on creating unique brands is a decisive development in the evolution of planned
shopping centres. Mall operators such as Westfield are pioneering the way in the practice of
branding malls. Despite the interest from shopping centre developers to build meaningful
mall brands, branding shopping centres is an underdeveloped area of literature, in contrast
to product branding literature and more recently, retailer branding. While research has
considered shopping centre branding from the viewpoint of image and attractiveness
attributes, this paper examines a new perspective of branding within shopping centres, which
is derived from the practice of shopping centre operators to cluster similar retailers into
shopping ‘precincts’. For example, food retailers could be grouped and marketed as a “Food
Hall” precinct. These shopping precincts often assume unique sub-brands, which exist within
the bigger picture of the shopping centre brand.
Drawing on branding and tenant mix literature, this paper argues that a key determinant of
the shopping centre brand is the strategic marketing of a collection of sub-branded precincts.
Furthermore, it is argued that the tool for managing multiple retailers within these precincts
lies in the use of category management literature, traditionally developed with a product
focus. A conceptual model of mall and precinct branding is presented which outlines potential
relationships between the shopping mall brand, the tenant mix and individual retailers. | |
dc.description.peerreviewed | Yes | |
dc.description.publicationstatus | Yes | |
dc.language | English | |
dc.language.iso | eng | |
dc.publisher | Victoria University/ANZMAC (Published online) | |
dc.publisher.place | Wellington N Z | |
dc.publisher.uri | https://anzmac.wildapricot.org/ | |
dc.relation.ispartof | 0 | |
dc.relation.ispartofconferencename | ANZMAC (Australian and New Zealand Marketing Academy) 2004 | |
dc.relation.ispartofconferencetitle | ANZMAC 2004 Marketing Accoutnabilities and Responsibilities | |
dc.relation.ispartofdatefrom | 2004-11-29 | |
dc.relation.ispartofdateto | 2004-12-01 | |
dc.relation.ispartoflocation | Wellington N Z | |
dc.subject.fieldofresearchcode | 350204 | |
dc.title | Branding Shopping Centres: A Conceptual Model of Sub-Branded Precincts | |
dc.type | Conference output | |
dc.type.description | E1 - Conferences | |
dc.type.code | E - Conference Publications | |
dc.description.version | Version of Record (VoR) | |
gro.faculty | Griffith Business School, Department of Marketing | |
gro.rights.copyright | © The Author(s) 2004. The attached file is reproduced here in accordance with the copyright policy of the publisher. For information about this conference please refer to the conference’s website or contact the author(s). | |
gro.date.issued | 2004 | |
gro.hasfulltext | Full Text | |
gro.griffith.author | Miller, Dale | |
gro.griffith.author | Stanley, Sarah J. | |