Abstract
A common complaint about shopping malls is the “sameness” of them. Despite this, shopping mall groups are increasingly using group branding as the basis for promotional activities, emphasising the security for the customer of knowing that they will receive the same level of mix, no matter which “branch” is shopped at. This research examines the effectiveness of group versus local promotional activities, with the premise that level of local market dominance will impact on the effectiveness of both promotional types. The two key performance indicators of sales and foot traffic were used to measure effectiveness. Findings suggest that promotional type and level of market dominance have significant effects on sales and traffic. Managerial implications are offered, along with suggestions for future research extending this study to other retail groups.
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