Store Image Article For Free

Ing to Dichter (1985), store image is the overall image of a store into a customer's mind (Dichter, 1985). It is considered as an essential marketing asset for any retail. Table 1: Definitions of store image from various authors.

Bearden (1977) suggested the following characteristics of store image as ?price, quality of the merchandise, atmosphere, location, assortment, friendly personnel and parking facilities.? Store image is also treated as the result of a multi-attribute model (Marks, 1976; James, Durand & Dreves, 1976).

There are differences of definition of store image ing to scholars. But we can say that store image is an overall attitude of a consumer to the store, its attributes mean various things, and each store has a relative location in the consumer's mind.

The perceptions that customers have of a store (perceived image), or the impression about the store that its manager wants to create (projected image).

Thus store image is a result of many variables which can be manipulated by the retailer to influence consumer mood and, subsequently, the buyer's behavior. Since the store image can in this way be considered a stimulus and the consumer's mood an organismic variable, the study is cast into the S-O-R framework.

Store image is attitude based on the overall impression what a customer has about a store is based on store attributes (Semeijn et al., 2004). Shoppers evaluate attributes of store which forms a set of attitudes.

Store image is important for retailers and marketing managers' business strategies because it guarantees differentiation in the market (Erdil, 2015; Cornelius et al., 2010). Store image increases customer purchase intention regarding the goods or service offered (Erdil, 2015).