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An Exploratory Study on the Concept and Measurement of Store Identity |
WEI Sheng,WU Xiao ding |
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Abstract In retail agglomerations, many retailers organize their assortments and communicate with customers in their own business philosophy. During this process, store identity plays a vital role. But till now, few scholars have focused on the concept and measure of store identity. We borrow theory from brand identity and view store as a brand. We define the concept of store identity and clear the relationship between store identity and store image. Also, a preliminary measuring tool is developed for measuring store identity.
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Received: 19 September 2012
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Corresponding Authors:
WEI Sheng
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