Abstract
This study examines advertising as a communication factor of store image to determine if the types of retail advertisements and the focus of advertisements by store type have changed over the years. US retail and advertising industries have evolved from the economic and social conditions of the 1970s and 1980s. Results of this study are explained in context of these changes.A content analysis of 24,754 retail advertisements indicated changes in the percentage and the focus of institutional advertising over the twenty-year period. Findings indicated that there was an increase in the use of institutional advertising in retail marketing strategies. The focus of these advertisements was specific to store type, and changes did occur over time. These findings extend store image theory by exploring retailers' advertising strategies that reflected economic and social cues thought to influence consumer perceptions.
Published Version
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