A study to determine whether consumers develop their images ofsmall littleknown retailers from the images of the anchors of theshopping complexes in which they are located. Results suggest that imagetransference does exist in the conveyance of an image to a small,littleknown retailer. It appears that the images assigned to suchretailers in shopping complexes by consumers are determined, at least inpart, by the images assigned to the anchors of that centre.
International Journal of Retail & Distribution Management – Emerald Publishing
Published: May 1, 1992