Brand awareness, brand association, brand service quality, brand loyalty, mall equity.


The main purpose of this paper is to determine whether brand awareness, brand association, brand service quality and brand loyalty factors can be taken as the elements of mall equity elements in a second order context. The analyses revealed that all mall equity elements can be loaded to mall equity dimension. These four dimensions have a total of 15 items. In this study, we empirically demonstrate that mall equity structure parallels that of brand equity as a second order model

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