Brand image and lexicographic analysis: an application to shopping malls
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Published
18-09-2018
Leonardo Ortegón Cortazar
Marcelo Royo Vela
Abstract
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 associations 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 attractiveness and customer loyalty by applying the development of service quality systems, integral communication, segmentation, and positioning.
How to Cite
Ortegón Cortazar, L., & Royo Vela, M. (2018). Brand image and lexicographic analysis: an application to shopping malls. Cuadernos De Gestión, 15(2), 143–162. https://doi.org/10.5295/cdg.140485lo
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Keywords
Image, shopping mall, textual data analysis, lexicometric analysis, cognitive response
References
Aaker, D.A., 1992. The value of brand equity. Journal of business strategy, 13(4), 27-32.
Aaker D.A., 1994. Gestión del valor de la marca: capitalizar el valor de la marca. Madrid: Ed. Díaz de Santos.
Aaker, D.A., 1996. Building strong brands. New York: The Free Press.
Aaker, D.A. and Keller K. L., 1990. Consumer evaluations of brand extensions. The Journal of Marketing, 54(January), 27-41.
Abascal, E. and Grande, I., 1994. Aplicaciones de Investigación Comercial. Madrid: Editorial ESIC.
Aghekyan-Simonian, M., Forsythe, S., Suk Kwon, W. and Chattaraman, V., 2012. The role of product brand image and online store image on perceived risks and online purchase intentions for apparel. Journal of Retailing and Consumer Services, 19(3), 325-331.
Anholt, S., 2007. Competitive identity: the new brand management for nations, cities and regions. Nueva York: Palgrave Macmillian.
Apaolaza, V. and Hartmann, P., 2008. Influencia de la imagen de marca, la satisfacción and los costes de cambio en la lealtad del cliente de energía doméstica. Revista Europea de Dirección and Economía de la Empresa, 18(1), 11-30.
Balmer, J., 2008. Identity based views of the corporation: Insights from corporate identity, organisational identity, social identity, visual identity, corporate brand identity and corporate image. European Journal of Marketing, 42, 879-906.
Baloglu, S. and Mccleary, K.W., 1999. A model of destination image formation. Annals of Tourism Research, 26, 868-897.
Barreto, I., Morales, A.V. and Vásquez, J.C., 2012. Estrategias metodológicas para el análisis de datos textuales: aplicaciones en psicología del consumidor. Revista Suma Psicológica, 18(2), 7-15.
Becúe, M., 1999. Análisis estadístico de textos. pp. 82-109. En Blecua, J.M, Claveria, G., and Sanchez, C., 1999. Filología e informática: nuevas tecnologías en los estudios filológicos. España: Ediciones Milenio.
Biel. L., 1992. How Brand Image Drives Brand Equity, Journal of Advertising Research, 32(6), 6-12.
Bigné, J.E., Miquel, S. and Newman, K., 1993. La imagen de los productos fabricados en España. Información Comercial Española, 722, 49-60.
Bloemer, J., Ruyter, K. and Peeters, P., 1998. Investigating drivers of bank loyalty: The comple relationship between image, service quality and satisfaction. The International Journal of Bank Marketing, 16(7), 276-286.
Chebat, J.C., Sirgy, M.J. and Grzeskowiak, S., 2010. How can shopping mall management best capture mall image? Journal of Business Research, 63(7), 735-740.
Cian, L., 2011. How to measure brand image: a reasoned review. The Marketing Review, 11(2), 165-187
Cretu, A.E. and Brodie J.R., 2007. The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective. Industrial Marketing Management, 36(2), 230-240.
Davis, J., 2002. La Marca. Máximo Valor de su Empresa. México: Prentice Hall.
De la Martinière, M., Damacena, C. and Hernani, M., 2008. Medición and determinantes del valor de marca en la perspectiva del consumidor. Revista contabilidad y negocios del departamento académico de ciencias administrativas. Perú, 3(6), 19-23.
Dennis, C., Marsland, D. and Cockett, T., 2000. Can a shopping centre be a “brand”? Actas del 11th International EAERCD Conference on Retail Innovation.
Diesinker, C. and Romaniuk, J., 2006. Comparing methods of brand image measurement. International Journal of Market Research, 48(6), 681-698.
Dobni, D. and Zinkham, G.M., 1990. In search of brand image a foundation analysis. Advances in Consumer Research, 17, 100-119.
Dolnicar, S. and Grün, B., 2007. Question stability in brand image measurement: Comparing alternative answer formats and accounting for heterogeneity in descriptive models. Australasian Marketing Journal, 15(2), 26-41.
Dowling, G.R., 1986. Managing your corporate images. Industrial marketing management, 15(2), 109-115.
Driesener, C. and Romaniuk, J., 2006. Comparing methods of brand image measurement. International Journal of Market Research, 48(6), 681–698
Echtner, C. and Ritchie, J., 1991. The meaning and measurement of destination image. Journal of Tourism Studies, 2(2), 2-12.
El-Adly, M.I., 2007. Shopping malls attractiveness: a segmentation approach. International Journal of Retail & Distribution Management, 35(11), 936-950.
Escalas, J.E., 2004. Narrative processing: Building consumer connections to brands. Journal of Consumer Psychology, 14, 168–179.
Etxeberria, J., Garcia, E., Gil, J. and Rodríguez G., 1995. Análisis de datos y textos. Madrid: Rama.
Feldman A., 2002. La integración del análisis textual a los estudios de calidad del servicio y satisfacción del cliente. Journées internationales d’Analyse statistique des Données Textuelles. Lexicometrica revue electronique. Università di Bologna, 267-273.
Finn, A. and Louviere, J.J., 1996. Shopping center image, consideration, and choice: anchor store contribution. Journal of Business Research, 35(3), 241-251.
Frasquet, M., 2000. Centros comerciales: Gestión y competitividad, Generalitat Valenciana, Valencia. Conselleria dÍndústria i Comerç.
Frasquet, M., Vallet, T. and Gil, I., 2002. Key factors in shopping centre management: evidence from Spain. The International Review of Retail, Distribution and Consumer Research, 12(4), 337-354.
García, M.J. and Bergantiños, G., 2001. Los componentes del valor de la marca: una aplicación empírica en el segmento alto del mercado automovilístico. Revista Europea de Dirección y Economía de la Empresa, 10(2), 161-178
Guerrero L, Lazzari L, and Machado E., 1999. Hacia un cambio de paradigma en la investigación de mercado. Cuadernos del Cimbage, 2, 107-129.
Hong, S., Kim, J., Jang, H. and Lee, S., 2006. The roles of categorization, affective image and constraints on destination choice: An application of the NMNL model. Tourism Management, 27, 750-761.
Hu, H. and Jasper, C., 2006. Social cues in the store environment and their impact on store image. International Journal of Retail & Distribution Management, 34, 25-48.
Janonis, V. and Virvilaitė, R., 2007. Brand image formation. Engineering economics, 2(52), 78-90.
Jiménez A., 2002. ¿Qué asocia el consumidor a la denominación de origen?: la imagen como factor clave en la competitividad de las empresas agroalimentarias. Revista de Desarrollo Rural y Cooperativismo Agrario, 6, 147-164.
Keller K., 1993. Conceptualizing, measuring, and managing costumer-based brand equity. Journal of Marketing, 57, 1-22.
Keller K., 2003. Strategic brand management: building, measuring and managing brand equity. 2nd edition. Upper Saddle River (NJ): Prentice Hall.
Keller, K., 2009. Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2-3), 139-155.
Levy, S., 1959. Symbols by which we buy. Harvard Business Review, 37, 117-124.
Macinnis, D.J. and Price, L.L., 1987. The role of imagery in information processing: review and extensions. Journal of Consumer Research, 13, 473-491.
Martineau, P., 1958. The personality of the retail store. Harvard Business Review, 36, 47-55.
Martínez Salinas, E., Montaner Gutiérrez, T., and Pina Pérez, J.M., 2004. Propuesta de una metodología. Medición de la imagen marca. Un estudio exploratorio. Esic market, (117), 199-216.
Martínez, E., Gutiérrez, T.M. and Pérez, J.M., 2005. Propuesta de medición de la imagen de marca: un análisis aplicado a las extensiones de marca. RAE: Revista Asturiana de Economía, (33), 89-112.
McGoldrick, P.J. and Thompson, M.G., 1992. Regional Shopping Centres, London: Avebury, Moilanen, T. and Rainisto, S., 2009. How to brand nations, cities and destinations: A planning book for place branding. Nueva York: Palgrave Macmillian.
Molinillo, S., 2002. Centros comerciales de área urbana. Madrid: ESIC
Montesinos, M.A. and Currás, R., 2007. Importancia relativa de la marca and efecto país de origen sobre la intención de compra de los consumidores. XX Congreso anual de Aedem, 2, 12.
Munuera, J. and Cuestas P., 2006. Factores de atracción de los centros comerciales en España. Tendencias de la distribución comercial en el ámbito internacional, 828, 99-116
Ortegón Cortazar, L., 2012. Exploración del valor de marca y su correlación con el valor de las ventas. Revista Ciencias Estratégicas, 20(27), 105-1024
Picón, P., Varela, M., Rial, B. and Braña, T., 2013. Habi: una herramienta para la representación de la imagen de un producto o servicio. Revista Española de Investigación de Marketing ESIC, 17(1), 83-104
Pike, S., 2002. Destination image analysis: A review of 142 papers from 1973-2000. Tourism Management, 23, 541-549.
Raddar Consumer Knowledge (2013). Informe de ventas mensuales, trimestrales o anuales de los Centros Comerciales en Colombia. RADDAR CKG y ACECOLOMBIA. Disponible en: http://www.raddar.net/services12.html [Access November 21, 2014.]s
Robayo, O. and Ortegón Cortazar, L., 2013. Patrones de elección de marca and niveles de refuerzo diferencial en categorías de productos de consumo masivo. Psicología desde el Caribe, 30(3), 449-477
Royo Vela, M., 2006. Desarrollo de una escala para la medida de la imagen del destino cultural-rural. Colecció Diversitas. Girona: Publicacions de la Universitat de Girona. Universitat de Girona.
Royo Vela, M., 2009. Rural-cultural excursion conceptualization: A local tourism marketing management model based on tourist destination image measurement. Tourism Management, 30, 419-428.
Salciuviene, L., Lee, K. and Yu, C., 2007. The impact of brand image dimensions on brand preference. Economics and Management, 12(1), 464-471
Satriano C.R. and Moscoloni N., 2000. Importancia del Análisis Textual como Herramienta para el Análisis del Discurso. Revista Electrónica Cinta de Moebio, 9, 7-18
Schmitt, B., 2012. The consumer psychology of brands. Journal of Consumer Psychology, 22(1), 7-17.
Schmitt, B. and Simonson, A., 1997. Marketing aesthetics: The strategic management of brands, identity, and image. New York: Free Press.
Schnittka, O., Sattler, H. and Zenker, S., 2012. Advanced brand concept maps: A new approach for evaluating the favorability of brand association networks. International Journal of Research in Marketing, 29(3), 265-274.
Simms, C.D. and Trott, P., 2006. The perceptions of the BMW Mini brand: the importance of historical associations and the development of a model. Journal of Product and Brand Management, 15 (4), 228-238.
Stern, B., Zinkhan, G. and Jaju, A., 2001. Images in Marketing: Congruence of Store, Brand and Corporate Images. Marketing Theory, 1(2), 201-224.
Tapachai, N. and Waryszak, R., 2000. An examination of the role of beneficial image in tourist destination selection. Journal of Travel Research, 39, 37-44.
Valls, J.F., 1992. La Imagen de Marca de los Países. Madrid: McGraw-Hill.
Varela, J., García, A., Braña, T. and Rial, A., 2002. Imagen y posicionamiento de establecimientos minoristas. Psicothema, 14, 92-99.
Villafañe J., 1993. Imagen Positiva. Gestión Estratégica de la Imagen de las Empresas. Madrid: Ediciones Pirámide.
Winchester, M.K. and Fletcher, M., 2000. Calibrating your brand image measurement technique by utilising empirical generalisations. The Journal of Brand Management, 8(2), 99-110.
Aaker D.A., 1994. Gestión del valor de la marca: capitalizar el valor de la marca. Madrid: Ed. Díaz de Santos.
Aaker, D.A., 1996. Building strong brands. New York: The Free Press.
Aaker, D.A. and Keller K. L., 1990. Consumer evaluations of brand extensions. The Journal of Marketing, 54(January), 27-41.
Abascal, E. and Grande, I., 1994. Aplicaciones de Investigación Comercial. Madrid: Editorial ESIC.
Aghekyan-Simonian, M., Forsythe, S., Suk Kwon, W. and Chattaraman, V., 2012. The role of product brand image and online store image on perceived risks and online purchase intentions for apparel. Journal of Retailing and Consumer Services, 19(3), 325-331.
Anholt, S., 2007. Competitive identity: the new brand management for nations, cities and regions. Nueva York: Palgrave Macmillian.
Apaolaza, V. and Hartmann, P., 2008. Influencia de la imagen de marca, la satisfacción and los costes de cambio en la lealtad del cliente de energía doméstica. Revista Europea de Dirección and Economía de la Empresa, 18(1), 11-30.
Balmer, J., 2008. Identity based views of the corporation: Insights from corporate identity, organisational identity, social identity, visual identity, corporate brand identity and corporate image. European Journal of Marketing, 42, 879-906.
Baloglu, S. and Mccleary, K.W., 1999. A model of destination image formation. Annals of Tourism Research, 26, 868-897.
Barreto, I., Morales, A.V. and Vásquez, J.C., 2012. Estrategias metodológicas para el análisis de datos textuales: aplicaciones en psicología del consumidor. Revista Suma Psicológica, 18(2), 7-15.
Becúe, M., 1999. Análisis estadístico de textos. pp. 82-109. En Blecua, J.M, Claveria, G., and Sanchez, C., 1999. Filología e informática: nuevas tecnologías en los estudios filológicos. España: Ediciones Milenio.
Biel. L., 1992. How Brand Image Drives Brand Equity, Journal of Advertising Research, 32(6), 6-12.
Bigné, J.E., Miquel, S. and Newman, K., 1993. La imagen de los productos fabricados en España. Información Comercial Española, 722, 49-60.
Bloemer, J., Ruyter, K. and Peeters, P., 1998. Investigating drivers of bank loyalty: The comple relationship between image, service quality and satisfaction. The International Journal of Bank Marketing, 16(7), 276-286.
Chebat, J.C., Sirgy, M.J. and Grzeskowiak, S., 2010. How can shopping mall management best capture mall image? Journal of Business Research, 63(7), 735-740.
Cian, L., 2011. How to measure brand image: a reasoned review. The Marketing Review, 11(2), 165-187
Cretu, A.E. and Brodie J.R., 2007. The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective. Industrial Marketing Management, 36(2), 230-240.
Davis, J., 2002. La Marca. Máximo Valor de su Empresa. México: Prentice Hall.
De la Martinière, M., Damacena, C. and Hernani, M., 2008. Medición and determinantes del valor de marca en la perspectiva del consumidor. Revista contabilidad y negocios del departamento académico de ciencias administrativas. Perú, 3(6), 19-23.
Dennis, C., Marsland, D. and Cockett, T., 2000. Can a shopping centre be a “brand”? Actas del 11th International EAERCD Conference on Retail Innovation.
Diesinker, C. and Romaniuk, J., 2006. Comparing methods of brand image measurement. International Journal of Market Research, 48(6), 681-698.
Dobni, D. and Zinkham, G.M., 1990. In search of brand image a foundation analysis. Advances in Consumer Research, 17, 100-119.
Dolnicar, S. and Grün, B., 2007. Question stability in brand image measurement: Comparing alternative answer formats and accounting for heterogeneity in descriptive models. Australasian Marketing Journal, 15(2), 26-41.
Dowling, G.R., 1986. Managing your corporate images. Industrial marketing management, 15(2), 109-115.
Driesener, C. and Romaniuk, J., 2006. Comparing methods of brand image measurement. International Journal of Market Research, 48(6), 681–698
Echtner, C. and Ritchie, J., 1991. The meaning and measurement of destination image. Journal of Tourism Studies, 2(2), 2-12.
El-Adly, M.I., 2007. Shopping malls attractiveness: a segmentation approach. International Journal of Retail & Distribution Management, 35(11), 936-950.
Escalas, J.E., 2004. Narrative processing: Building consumer connections to brands. Journal of Consumer Psychology, 14, 168–179.
Etxeberria, J., Garcia, E., Gil, J. and Rodríguez G., 1995. Análisis de datos y textos. Madrid: Rama.
Feldman A., 2002. La integración del análisis textual a los estudios de calidad del servicio y satisfacción del cliente. Journées internationales d’Analyse statistique des Données Textuelles. Lexicometrica revue electronique. Università di Bologna, 267-273.
Finn, A. and Louviere, J.J., 1996. Shopping center image, consideration, and choice: anchor store contribution. Journal of Business Research, 35(3), 241-251.
Frasquet, M., 2000. Centros comerciales: Gestión y competitividad, Generalitat Valenciana, Valencia. Conselleria dÍndústria i Comerç.
Frasquet, M., Vallet, T. and Gil, I., 2002. Key factors in shopping centre management: evidence from Spain. The International Review of Retail, Distribution and Consumer Research, 12(4), 337-354.
García, M.J. and Bergantiños, G., 2001. Los componentes del valor de la marca: una aplicación empírica en el segmento alto del mercado automovilístico. Revista Europea de Dirección y Economía de la Empresa, 10(2), 161-178
Guerrero L, Lazzari L, and Machado E., 1999. Hacia un cambio de paradigma en la investigación de mercado. Cuadernos del Cimbage, 2, 107-129.
Hong, S., Kim, J., Jang, H. and Lee, S., 2006. The roles of categorization, affective image and constraints on destination choice: An application of the NMNL model. Tourism Management, 27, 750-761.
Hu, H. and Jasper, C., 2006. Social cues in the store environment and their impact on store image. International Journal of Retail & Distribution Management, 34, 25-48.
Janonis, V. and Virvilaitė, R., 2007. Brand image formation. Engineering economics, 2(52), 78-90.
Jiménez A., 2002. ¿Qué asocia el consumidor a la denominación de origen?: la imagen como factor clave en la competitividad de las empresas agroalimentarias. Revista de Desarrollo Rural y Cooperativismo Agrario, 6, 147-164.
Keller K., 1993. Conceptualizing, measuring, and managing costumer-based brand equity. Journal of Marketing, 57, 1-22.
Keller K., 2003. Strategic brand management: building, measuring and managing brand equity. 2nd edition. Upper Saddle River (NJ): Prentice Hall.
Keller, K., 2009. Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2-3), 139-155.
Levy, S., 1959. Symbols by which we buy. Harvard Business Review, 37, 117-124.
Macinnis, D.J. and Price, L.L., 1987. The role of imagery in information processing: review and extensions. Journal of Consumer Research, 13, 473-491.
Martineau, P., 1958. The personality of the retail store. Harvard Business Review, 36, 47-55.
Martínez Salinas, E., Montaner Gutiérrez, T., and Pina Pérez, J.M., 2004. Propuesta de una metodología. Medición de la imagen marca. Un estudio exploratorio. Esic market, (117), 199-216.
Martínez, E., Gutiérrez, T.M. and Pérez, J.M., 2005. Propuesta de medición de la imagen de marca: un análisis aplicado a las extensiones de marca. RAE: Revista Asturiana de Economía, (33), 89-112.
McGoldrick, P.J. and Thompson, M.G., 1992. Regional Shopping Centres, London: Avebury, Moilanen, T. and Rainisto, S., 2009. How to brand nations, cities and destinations: A planning book for place branding. Nueva York: Palgrave Macmillian.
Molinillo, S., 2002. Centros comerciales de área urbana. Madrid: ESIC
Montesinos, M.A. and Currás, R., 2007. Importancia relativa de la marca and efecto país de origen sobre la intención de compra de los consumidores. XX Congreso anual de Aedem, 2, 12.
Munuera, J. and Cuestas P., 2006. Factores de atracción de los centros comerciales en España. Tendencias de la distribución comercial en el ámbito internacional, 828, 99-116
Ortegón Cortazar, L., 2012. Exploración del valor de marca y su correlación con el valor de las ventas. Revista Ciencias Estratégicas, 20(27), 105-1024
Picón, P., Varela, M., Rial, B. and Braña, T., 2013. Habi: una herramienta para la representación de la imagen de un producto o servicio. Revista Española de Investigación de Marketing ESIC, 17(1), 83-104
Pike, S., 2002. Destination image analysis: A review of 142 papers from 1973-2000. Tourism Management, 23, 541-549.
Raddar Consumer Knowledge (2013). Informe de ventas mensuales, trimestrales o anuales de los Centros Comerciales en Colombia. RADDAR CKG y ACECOLOMBIA. Disponible en: http://www.raddar.net/services12.html [Access November 21, 2014.]s
Robayo, O. and Ortegón Cortazar, L., 2013. Patrones de elección de marca and niveles de refuerzo diferencial en categorías de productos de consumo masivo. Psicología desde el Caribe, 30(3), 449-477
Royo Vela, M., 2006. Desarrollo de una escala para la medida de la imagen del destino cultural-rural. Colecció Diversitas. Girona: Publicacions de la Universitat de Girona. Universitat de Girona.
Royo Vela, M., 2009. Rural-cultural excursion conceptualization: A local tourism marketing management model based on tourist destination image measurement. Tourism Management, 30, 419-428.
Salciuviene, L., Lee, K. and Yu, C., 2007. The impact of brand image dimensions on brand preference. Economics and Management, 12(1), 464-471
Satriano C.R. and Moscoloni N., 2000. Importancia del Análisis Textual como Herramienta para el Análisis del Discurso. Revista Electrónica Cinta de Moebio, 9, 7-18
Schmitt, B., 2012. The consumer psychology of brands. Journal of Consumer Psychology, 22(1), 7-17.
Schmitt, B. and Simonson, A., 1997. Marketing aesthetics: The strategic management of brands, identity, and image. New York: Free Press.
Schnittka, O., Sattler, H. and Zenker, S., 2012. Advanced brand concept maps: A new approach for evaluating the favorability of brand association networks. International Journal of Research in Marketing, 29(3), 265-274.
Simms, C.D. and Trott, P., 2006. The perceptions of the BMW Mini brand: the importance of historical associations and the development of a model. Journal of Product and Brand Management, 15 (4), 228-238.
Stern, B., Zinkhan, G. and Jaju, A., 2001. Images in Marketing: Congruence of Store, Brand and Corporate Images. Marketing Theory, 1(2), 201-224.
Tapachai, N. and Waryszak, R., 2000. An examination of the role of beneficial image in tourist destination selection. Journal of Travel Research, 39, 37-44.
Valls, J.F., 1992. La Imagen de Marca de los Países. Madrid: McGraw-Hill.
Varela, J., García, A., Braña, T. and Rial, A., 2002. Imagen y posicionamiento de establecimientos minoristas. Psicothema, 14, 92-99.
Villafañe J., 1993. Imagen Positiva. Gestión Estratégica de la Imagen de las Empresas. Madrid: Ediciones Pirámide.
Winchester, M.K. and Fletcher, M., 2000. Calibrating your brand image measurement technique by utilising empirical generalisations. The Journal of Brand Management, 8(2), 99-110.
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