SHOPPING-CENTER IMAGE, CONSIDERATION, AND CHOICE - ANCHOR STORE CONTRIBUTION

This study investigates the impact that specific anchor stoves and oth er physical characteristics of shopping centers have on the image cons umers' possess for shopping centers, and through image, on indicators of shopping center patronage, such as the aggregate consideration and the shave of choice. Most research that has collected image ratings da ta for shopping centers has studied a limited number of centers and an alyzed the dimensionality of the image data across consumers. But, fro m a management perspective, it is not clear why shopping center manage rs would be concerned about the dimensionality of image when the analy sis is conducted across a sample of consumers. From a manager's perspe ctive, it may be move important to identify center characteristics tha t determine the image of the shopping centers in their market.