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REAd. Revista Eletrônica de Administração (Porto Alegre)

On-line version ISSN 1413-2311


MILAN, Gabriel Sperandio; GASPARIN, Francieli Montanari  and  TONI, Deonir De. The image configuration of a shopping center in the perception of local consumers. REAd. Rev. eletrôn. adm. (Porto Alegre) [online]. 2013, vol.19, n.1, pp.83-114. ISSN 1413-2311.

The present study consists in identifying the image of a Shopping Center in the perspective of local consumers. Images are understood as a being organized as a net of meanings or schemes, which are arranged around a few central elements, socially accepted and shared. Identifying the mental image that consumers have regarding Shopping Center is relevant to direct marketing strategies and actions. Starting from exploratory research was used Method of Image Configuration (MCI), already tested and validated research instrument for identification of images in organizations, products, services and brands, we configured, within a sample of 400 consumers, which is the collective image of consumers on the Shopping Center under study. With base on the Central Nucleus Theory, was identified the attributes and dimensions (cognitive, emotional, functional and symbolic) related to images formed by the consumers. The results were displayed in the Graphic of Image Configuration (GCI), which presents the attributes that make up the shopping images, the proximity of these attributes with the Central Image and the size they belong. By the results, the Shopping Center image is more closely linked to functional elements, or the physical features it offers, and symbolic elements, or the meaning that the Shopping Center represents and conveys to consumers. Therefore, the most salient dimensions were the functional dimension (48.06%) and the symbolic dimension (33.71%) representing over 80% of VT (Total Value) of the attributes most remembered and readily evoked. From this, one might think that these two dimensions are the attributes most representative of the common understanding of the interviewers about the Shopping Center. The dimensions less salient were the emotional dimension (11.55%) and the cognitive dimension (6.68%) indicating that their respective attributes were less frequently evoked by the consumers.

Keywords : Images Configuration; Images Management; MCI (Method of Image Configuration); Consumer Behavior; Shopping Center.

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