Abstract:

The branding of shopping centres is widely used for the most common consumer goods. The power of branding has shifted from manufacturers' brands to retailers' brands. Shopping centre brands have gained a good reputation in recent years. Retailers can be classified by their retail stores and brands. There is a direct relationship between retailers and consumers. Businesses are recreating the experience of a physical mall in the digital space. Shopping and entertainment centres are growing in both urban and rural areas. They have started franchises and are only getting bigger and better to encourage impulse buying and become a staple of today's urban lifestyle. Findings would contribute to positive social change by providing a better understanding of millennial customers' brand loyalty strategies and further opportunities to increase impulse buying, sales, profitability, and retail margins. Communities could see an increase in business activity and employment opportunities, which would positively impact tax revenues

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