Designing and Explaining a Branding Pattern for the Commercial Centers (Shopping Malls) in Iran

Document Type : Original Article

Authors

1 Ph.D. in Management, Faculty of Management and Accounting, Shahid Beheshti University

2 Professor of Faculty of Management and Accounting, Shahid Beheshti University

Abstract

Modern commercial centers (shopping malls) are emerging phenomenon in Iran which has a history less than 15 year. The economic boom is one of the most important factors to increase the value of commercial centers, which is directly engaged in the process of the branding of commercial centers. Shopping malls branding encompasses various aspects such as feasibility studies, design and construction, marketing management, and operational management. The purpose of this research is designing and explaining of a comprehensive branding pattern for shopping malls in Iran. In this research, the grounded theory as a qualitative method is used to identify issues and provide an analytical model for evaluation of different parameters which play a role in the branding of shopping malls. Data were collected using semi-structured interviews from a different range of communities including owners, operation managers, builders and contractors, operators, consultants, and customers of shopping malls. Finally, an application-development model was presented in which shopping experience and shopping mall branding have been introduced as a core category and an outcome, respectively.

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History

  • Receive Date: 11 November 2017
  • Revise Date: 19 November 2024
  • Accept Date: 31 December 2020

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