Abstract
Churchill’s (1979) paradigm for developing better measures of marketing constructs was used to the extent possible, to develop an image scale for a shopping area. The study then focusses on examining the complexity of the image construct in relation to the effects of familiarity and size of the shopping area. Both were found to affect the factor analytic solutions of the image scale.
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© 2015 Academy of Marketing Science
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Wee, C.H. (2015). Complexity of Shopping Area Image: Its Factor Analytic Structure in Relation to the Effects of Familiarity and Size of the Area. In: Malhotra, N. (eds) Proceedings of the 1985 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16943-9_41
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DOI: https://doi.org/10.1007/978-3-319-16943-9_41
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16942-2
Online ISBN: 978-3-319-16943-9
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