On Defining and Measuring Store Image

Abstract

We review the concept of store image and question whether researchers consistently define and measure this important retailing construct. We pose three questions that researchers must answer before they can uniformly define and measure store image: (1) Is store image "in the mind" of the consumer, or a property of a store? (2) At what retailing level (e.g., chain, store, department, product class) is the concept of store image most relevant to the consumer? (3) Are aggregate measures or disaggregate measures the most suitable measures of store image? Where possible, we propose answers to these questions or address the consequences of accepting alternative approaches.