The Importance of Store Image in Retail Food Markets: An Analysis within the Framework of the S-O-R Paradigm

Abstract

In the retail industry, where competition is extremely intense, it has become quite challenging for the stores to differentiate themselves from their competitors and gain an advantage. In this context, although many studies have been conducted to determine the purchase intention of consumers, the number of studies that have been handled within the framework of the stimulus-organism-response (S-O-R) model by determining the store image dimensions is quite limited. In this study, the effects of store image on brand awareness, customer satisfaction, perceived value and purchase intention were investigated using the S-O-R model. As a result of this study, evidence is presented on how retail markets can strengthen store image and therefore improve store performance.