Abstract
The importance of retail image, i.e., consumers' perceptions of retail institutions, is well known to retailers and to marketers alike. The popularity of the issues surrounding the actual measurement of consumer perceptions of various stores is evidenced by the large number of studies published during the last 15 years. A review of the published research, however, teveals that this increased interest in retail image research has not been matched with an increase in methodological sophistication. The indication is that, with few exceptions, retail image research has not progressed very far in the past 10 years. The major weaknesses of the current retail image studies are discussed, and suggestions for improving the quality and usefulness of image research are outlined.
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