RETAIL STORE IMAGE: ANALYSIS OF THE IMPLICATIONS FOR STORE

Resumen

The present paper analyses the importance of store image and store brands management for the competitiveness of the retail sector. After a brief bibliographic survey on the several definitions concerning store image and its components, strategic considerations about the use of stores brands by retailers are analyzed. The instruments to measure retail store image are also outlined. Next, the impact that store image exerts on store positioning and also on satisfaction and loyalty is studied. Another aspect approached is the influence of store image on the store choice process. Finally, store image and store brands are empirically studied through a case study on a large national retail chain. In this part, the use by this company of instruments to measure store image as a tool to assist decision making related to the long-run marketing programs is verified. The main managerial aspects with regard to the store image were investigated.