2015 | OriginalPaper | Buchkapitel
Complexity of Shopping Area Image: Its Factor Analytic Structure in Relation to the Effects of Familiarity and Size of the Area
verfasst von : Chow Hou Wee
Erschienen in: Proceedings of the 1985 Academy of Marketing Science (AMS) Annual Conference
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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.