Abstract
Both theoretical and practical efforts in store image often neglect the characteristics that have interactions and mutual influence among attributes or criteria, even in the stages of different brand life cycles. This study aims at creating a hierarchical framework for the store image managements. The analytical network process and fuzzy sets theory have been applied to both share of mind in store image and inherent interaction/inter-dependencies among diverse information resources. A real empirical application has been demonstrated for retailers. Both the theoretical and practical background of this paper have shown that fuzzy analytical network process can capture consumer’s perception existing incomplete and vague information for the mutual influence on attribute and criteria of the store image attributes.
Highlights
The extant literature on the attractiveness of retail stores has focused predominantly on the critical influence of store image
This study aims at creating a hierarchical framework for the store image managements
The analytical network process and fuzzy sets theory have been applied to both share of mind in store image and inherent interaction/inter-dependencies among diverse information resources
Summary
The extant literature on the attractiveness of retail stores has focused predominantly on the critical influence of store image. Store images have been increasingly considered on primary topics for many marketing businesses [1]. An area that has generated a great deal of interest among researchers is consumers’ emotive response to store image. The conceptualization of consumers’ retail behavior is based on a stream of information about store image that enters their cognition and affects their perception [3,4,5]. In the store image researches, the development of marketing strategies exist a significant status as well as being activities. While the determinants of store image have been extensively covered in the literature [8,9], most of the analyses are largely based on relationship among the variables.
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