AN ATTRIBUTE‐ANCHORED CONJOINT APPROACH TO MEASURING STORE IMAGE

Store image has long been recognized as a determinant of business success and has been used as a positioning and differentiation tool. Over the years, the retail image research stream has witnessed numerous conceptual and operational definitions, However, despite the long‐term fascination of researchers with this construct, substantial “noise” is evident in store image research. Provides an overview of the store image literature and illustrates the usefulness of an attribute‐anchored conjoint methodology for operationalizing this construct.