This paper aims to examine mall consumer brand meaning through understanding consumer brand associations of shopping malls.
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.
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.
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.
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.
More effective experiential branding could influence community well-being.
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.
