文章基本信息

标题：Brand image and lexicographic analysis: an application to shopping malls
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作者：Leonardo Ortegón Cortazar ; Marcelo Royo Vela
期刊名称：Cuadernos de Gestión
印刷版ISSN：1131-6837
电子版ISSN：1988-2157
出版年度：2015
卷号：15
期号：2
页码：143-162
语种：English
出版社：Universidad del País Vasco/Euskal Herriko Unibertsitatea
其他摘要：The concept of image in its different aspects is very important in today’s society as well as in the business management field. Some authors reports that most of the studies that measure “image” do not take into account neither previous theoretical and conceptual models nor other possible empirical evidence alternatives. Given this need, a research regarding the concept of brand image applied to shopping malls was conducted based on the conceptual model of the consumer cognitive response in order to empirically explore and contrast it. For this reason, a survey was applied to 420 consumers in five shopping malls in Bogotá, achieving a database of 3.749 cases. The results show attribute-shopping mall associations expressed in unique, differentiated, and notorious vocabulary obtained applying lexicometric and multivariate analysis techniques. Attribute-shopping mall asso-ciations such as “spacious”, “good location”, “good variety of stores”, and the existence of “movie theaters”. Finally, this research aims to potentially improve the management of shopping malls and increase their attrac-tiveness and customer loyalty by applying the development of service quality systems, integral communication, segmentation, and positioning.
其他关键词：Image; shopping mall; textual data analysis; lexicometric analysis; cognitive response.