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The Regional Mall's Persona Wish List: The Hedonist, the Influencer and the Local Champion.
- Source :
- Atlantic Marketing Journal; Winter2023, Vol. 12 Issue 1, p1-21, 21p
- Publication Year :
- 2023
-
Abstract
- This study investigates three consumer archetypes (hedonist, influencer, and local champion) and their potential to influence mall revitalization. Results show that a belief in the importance of the mall leads to a more enjoyable shopping experience, a subsequent willingness to pay more for locally owned stores, a greater propensity to spend more at the mall, and to engage in positive word-of-mouth. Findings suggest that local champions and influencers are vital for bringing patrons back to shopping centers in the aftermath of the COVID-19 pandemic. It is argued that the mall and its tenants will benefit from co-marketing; the mall offering and promoting enjoyable settings and individual stores accentuating their unique experiences. [ABSTRACT FROM AUTHOR]
- Subjects :
- SHOPPING centers
COVID-19 pandemic
CONSUMERS
WISHES
Subjects
Details
- Language :
- English
- ISSN :
- 21653879
- Volume :
- 12
- Issue :
- 1
- Database :
- Complementary Index
- Journal :
- Atlantic Marketing Journal
- Publication Type :
- Academic Journal
- Accession number :
- 164897621