This study generated a substantive theory of retail mall brand image construction on
the part of consumers for a retail mall in Hong Kong. The primary source of data was
generated from face-to-face interviews, and analysed using a grounded theory
methodology. From this analysis key categories emerged which provided the
foundation for the substantive theory.
The theory of retail mall brand image construction proposes that consumers associate
the retail mall with a particular stratum of society, through a series of interpretive
processes that attach personal and social meaning to the mall. The resultant ‘brand
image’ conceptualizes the mall as an integral and representative part of that social
stratum and, in consequence, there is an associated series of consumer actions,
behaviours, and appearances deemed to be expected and appropriate for that mall.
Based on this conceptualization there is a resultant ‘character frame’ - a set of socially
acceptable parameters governing action, appearance and behaviour – from which a
variety of identities can be adopted or assumed that are considered appropriate to the
brand image. Consumers can then determine whether these available identities
resonate with their own personal values – either through simple compatibility or
through more aspirational desires - and thus their response to these identities
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determines whether they accept or reject the positioning of the mall as ‘suitable’ or
desirable to themselves.
On a theoretical level this study articulates the link between brand image, social
position, and consumer culture, and can be seen to contribute to two of the four areas
of theoretical interest to consumer culture theorists, namely the area of mass-mediated
marketplace ideologies and consumers' interpretive strategies and, secondly, the field
of consumer identity projects. In addition the study addresses the gap in branding
literature relating to consumer processes for developing (retail mall) brand images.
The implications of this study for professional practice are two-fold. Firstly, they can
be seen to benefit the marketing of places and place-related products by providing
additional knowledge regarding the consumer brand image construction. Secondly,
they have the capability to inform and thus improve the design quality of the built
environment