Image transfer from malls to stores and its influence on shopping values and mall patronage: The role of self-congruity

Little research attention has been paid to the image transference from a shopping mall to its stores. The study reported in this article proposes an integrative model dealing with the image transference phenomenon from malls to stores and its implications in terms of creating value for shoppers and...

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Bibliographic Details
Published inJournal of retailing and consumer services Vol. 39; pp. 208 - 218
Main Authors El Hedhli, Kamel, Zourrig, Haithem, Park, Jeongsoo
Format Journal Article
LanguageEnglish
Published Elsevier Ltd 01.11.2017
Subjects
Image transfer
Mall image
Mall patronage
Self-congruity
Shopping values
Store image
Shopping values
Image transfer
Mall image
Store image
Mall patronage
Self-congruity
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Summary:Little research attention has been paid to the image transference from a shopping mall to its stores. The study reported in this article proposes an integrative model dealing with the image transference phenomenon from malls to stores and its implications in terms of creating value for shoppers and enticing mall patronage. Structural equation modeling is applied to data collected from shoppers in two urban North-Amercian shopping malls. The findings are broadly supportive of the proposed model. Mall image spills over the image of the stores located in the mall, and this occurs through a shopper's self-congruity mechanism. Furthermore, the mall's image dimensions influence hedonic shopping value through self-congruity. The stores’ image dimensions differentially influence utilitarian and hedonic shopping values assessments. Both types of shopping values are strong drivers of mall patronage. The study also discusses the implications of the findings as well as its limitations and directions for future research.
ISSN:0969-6989
1873-1384
DOI:10.1016/j.jretconser.2017.08.001