Article Title
The Regional Mall’s Persona Wish List: The Hedonist, the Influencer and the Local Champion
Publication Date
2023
Abstract
This study investigates three consumer archetypes (hedonist, influencer, and local champion) and their potential to influence mall revitalization. Results show that a belief in the importance of the mall leads to a more enjoyable shopping experience, a subsequent willingness to pay more for locally owned stores, a greater propensity to spend more at the mall, and to engage in positive word-of-mouth. Findings suggest that local champions and influencers are vital for bringing patrons back to shopping centers in the aftermath of the COVID-19 pandemic. It is argued that the mall and its tenants will benefit from co-marketing; the mall offering and promoting enjoyable settings and individual stores accentuating their unique experiences.