<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1990-8644</journal-id>
<journal-title><![CDATA[Conrado]]></journal-title>
<abbrev-journal-title><![CDATA[Conrado]]></abbrev-journal-title>
<issn>1990-8644</issn>
<publisher>
<publisher-name><![CDATA[Editorial Universo Sur]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1990-86442020000100204</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Investigation the effective factors on malls patronage: a qualitative research approach]]></article-title>
<article-title xml:lang="es"><![CDATA[Investigación de los factores efectivos en el mecenazgo de los centros comerciales: un enfoque de investigación cualitativa]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Sadeghian]]></surname>
<given-names><![CDATA[Mona]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Heidarzadeh Hanzaee]]></surname>
<given-names><![CDATA[Kambiz]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Mansourian]]></surname>
<given-names><![CDATA[Yazdan]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Khonsiavash]]></surname>
<given-names><![CDATA[Mohsen]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Islamic Azad University Department of Business Management, Science and Research Branch ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Iran</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,kharazmi University Department of Information and Knowledge Management ]]></institution>
<addr-line><![CDATA[Tehran ]]></addr-line>
<country>Iran</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Islamic Azad University Department of Business Management and Accounting ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Iran</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>02</month>
<year>2020</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>02</month>
<year>2020</year>
</pub-date>
<volume>16</volume>
<numero>72</numero>
<fpage>204</fpage>
<lpage>209</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_arttext&amp;pid=S1990-86442020000100204&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_abstract&amp;pid=S1990-86442020000100204&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_pdf&amp;pid=S1990-86442020000100204&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT An important issue of shopping malls and shopping centers brands, attracting more visitors and customers to these multi-purpose shopping malls and centers sales more in order to receive more success for brands beyond the multipurpose shopping malls or shopping centers. Also, more profitability of investors in investing in this area, lead us to the purpose of this study by investigating the factors affecting more on the patronage of multipurpose shopping malls and shopping centers. The methodology of this research is qualitative research by phenomenology approach, via depth interviews on 15 participants who have at least, one shopping mall and shopping center visiting and purchasing their FMCG needs there. In this study, shopping malls customers lived experience from multi-purpose shopping malls and centers explored and the factors affecting shopping mall and shopping centers patronage intention investigated. Also, we analyzed the finding of depth interview by using three-stage of the phenomenological approach of qualitative coding such as open coding, axial coding as well as selective coding. Finally, in this study, we found that independent variables such as shopping mall and shopping center value and the other independents variable as shopping mall and shopping center perception have the greatest impact on multi-purpose shopping malls customer patronage.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN Una cuestión importante de las marcas de centros comerciales y centros comerciales, que atrae a más visitantes y clientes a estos centros comerciales y centros de usos múltiples es más ventas para recibir más éxito para las marcas más allá de los centros comerciales o centros comerciales de usos múltiples. Además, una mayor rentabilidad de los inversores al invertir en esta área, nos lleva al propósito de este estudio al investigar los factores que afectan más el patrocinio de los centros comerciales y centros comerciales de usos múltiples. La metodología de esta investigación es la investigación cualitativa por enfoque fenomenológico, a través de entrevistas en profundidad a 15 participantes que tienen al menos un centro comercial y un centro comercial visitando y comprando sus necesidades de FMCG allí. En este estudio, los clientes de los centros comerciales vivieron la experiencia de los centros comerciales y centros de usos múltiples explorados y se investigaron los factores que afectan la intención de patrocinio de los centros comerciales y centros comerciales. Además, analizamos el hallazgo de la entrevista en profundidad mediante el uso del enfoque fenomenológico en tres etapas de la codificación cualitativa, como la codificación abierta, la codificación axial y la codificación selectiva. Finalmente, en este estudio, descubrimos que las variables independientes como el valor de compras de centros comerciales y centros comerciales y las otras variables independientes como la percepción de centros comerciales y centros comerciales tienen el mayor impacto en el patrocinio de clientes de centros comerciales de usos múltiples.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Mall patronage intention]]></kwd>
<kwd lng="en"><![CDATA[mall perception]]></kwd>
<kwd lng="en"><![CDATA[shopping value]]></kwd>
<kwd lng="en"><![CDATA[mall environment]]></kwd>
<kwd lng="en"><![CDATA[mall recognition]]></kwd>
<kwd lng="es"><![CDATA[Intención de patrocinio del centro commercial]]></kwd>
<kwd lng="es"><![CDATA[percepción del centro commercial]]></kwd>
<kwd lng="es"><![CDATA[valor de compra]]></kwd>
<kwd lng="es"><![CDATA[entorno del centro commercial]]></kwd>
<kwd lng="es"><![CDATA[reconocimiento del centro comercial]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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