The role of image in the attraction of the out-of-town centre

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Abstract
The viability and impact of out-of-town, regional shopping centres is a crucial issue for developers, retailers, government and local planners. Location, transportation and accessibility are key determinants of success but many other factors exert strong influences upon patronage. This paper draws upon an empirical study, conducted between 1987 and 1990, of the Metro Centre, Europe's largest out-of-town shopping centre. The main elements of the centre's image are identified and compared with those of the nearby, in-town Eldon Square centre. Through the use of principal components analysis and multiple regression, an assessment is made of the power of image variables in helping to explain/predict relative patronage levels.