Developing and validating a psychometric shopper-based mall equity measure

Kamel El Hedhli and Jean-Charles Chebat

Journal of Business Research, 2009, vol. 62, issue 6, 581-587

Abstract: This paper introduces a new retailing concept called shopper-based mall equity (SBME). SBME is the differential effect of mall knowledge on shoppers' responses to a mall's marketing activities. The results of a study in two Canadian shopping malls consisting of 905 shoppers who were administered a questionnaire suggest that SBME is a bi-dimensional construct, composing two sub-scales, namely mall awareness and mall image. Further psychometric tests show a parsimonious SBME measure with support for convergent, discriminant and predictive validities. Multi-group latent mean structures show that the SBME measure is able to discriminate shoppers that globally attribute high-mall scores from those who globally attribute low-mall scores. The article includes theoretical and managerial implications.

Keywords: Retailing; Mall; equity; High-order; CFA; Multi-group; CFA; Latent; mean; structures (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (16)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:62:y:2009:i:6:p:581-587

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