Abstract
Investigates the relationship between brand characteristics ‐ awareness level and image ‐ and their influence on consumers’ perceptions of retail image. Proposes a model of relationships between the number of recognizable brands carried by a retail establishment, the presence/absence of an anchor brand, and perceptions of retail image. Presents the analysis and results of a study designed to test the model. In addition, develops and tests a measure of retail store image. Indicates that one tactic for ensuring a favorable retail store image is a merchandise mix composed of a relatively high number of brands possessing high brand awareness, and one or more brands with a strong brand image. Offers recommendations for both brand and retail managers.
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