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- W2601472768 abstract "IntroductionCustomers need to use a number of evaluative criteria to select a retail outlet for apparel purchase. A store has to call attention to it to attract customers. It contains the customer's interpretation of the store's attributes, benefits, usage situations, and retailer characteristics, and is what people think of and feel when they hear or see the store name. The image of a store creates an aura that, in conjunction with the reputation of the retailer, is more important than the actual shopping experience (Schiffman and Kanuk, 1994). Martineau (1958) in his seminal work defined store image as the way in which the store is defined in the shopper's mind partially by its functional qualities and partially by an aura of psychological attributes. Granbois, (1981) indicated that the regularity of shopping at a particular outlet is closely connected with store image because image formations result in tendencies that generally guide patronage. Hence the customers are guided into the store by the perception of store image and it is this image that converts the buying process into a shopping experience. The retailers have to understand the consumers in order to create the store image that should be endearing to consumer and that is where a study of this kind would be helpful. De Klerk & Lubbe, (2008) stated that an understanding of how consumers evaluate quality and the features influencing their purchase decisions may help retailers in selecting what merchandise to store as well as in upholding their business.Review of LiteratureAron (1960) identified store image as a complex of meanings and relationships serving to characterize the store for people. James et al. (1976) described store image as a set of attitudes based upon evaluation of those store attributes deemed important by consumers. Steenkamp and Wedel (1991) portrayed store image as the overall attitude towards the store, an attitude which is based on the perceptions of relevant store attributes. Kunkel and Berry (1968) defined retail store image as the conceptualized or expected reinforcement which can be linked to a persons shopping experience at a particular store. Mazursky and Jacoby (1986,) identified store image as an individual's cognitions and emotions that are inferred from perceptions or memory inputs that are attached to a particular store and which represents what that store signifies to that individual. Dichter (1985) said that the store image described not individual traits or qualities, but the total impression an entity makes on the mind of others. Saraswat, Mammen, Aaja and Tewari (2010) defined store image as the representative, experiential appearance of the way in which consumers see or envisage a store. Quartier, Vanrie and Koenraad, (2008) divulged that stimulus in retailing includes space related, product related and people related aspects of the display. O'Connor (1990), classified the attributes determining a retailer's image, include price, variety, assortment within product categories, quality, products, service (or lack thereof) and location. Lindquist (1974-75) came up with nine dimensions viz, merchandise, service, clientele, physical facilities, convenience, promotion, store atmosphere, institutional and post-transaction. Kunkel and Berry (1968) used 12 attributes in their studies dealing with store images that include price of merchandise, quality of merchandise, assortment of merchandise, fashion of merchandise, sales personnel, location convenience, other convenience factors, services, sales promotions, advertising, store atmosphere and reputation on adjustments. Sirgy, Grewal,and Manglebury, (2000) made out that the environmental cues not only craft store image but also speak about the identityofthe store's clientele and act as signals of quality and value to other customers .The idea behind studying store image is to identify its real need and how it influences the consumer to the benefit of the retailer. …" @default.
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- W2601472768 date "2016-07-01" @default.
- W2601472768 modified "2023-09-27" @default.
- W2601472768 title "Dimensions of Store Image in Apparel Buying - A Scale Development Approach" @default.
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