Shu-Shiuan Ho, PhD Candidate, National Taiwan University of Science and Technology; Yi-Fang Yang, PhD Candidate, National Taiwan University of Science and Technology; Tung-Jung Sung, Distinguished Professor and Chairman in the Department of Industrial and Commercial Design, National Taiwan University of Science and Technology
Store image—its effect on customers and their choices, intentions, and loyalty—has been noted by researchers from Hopkins and Alford (2001) to Palupski and Bohmann (1996), Lewis and Hawksley (1990), Agarwal and Teas (2001), and Osman (1993). Store image can be regarded as a series of brand connections in strategy, commerce, and society (Juan Beristain and Zorrilla, 2011). When the customer recognizes the store image he or she expects, that customer will expect the kind of service he or she values and expects (O'Cass and Grace, 2008). Briefly speaking, the store image mapping that the customer recognizes and the store image he or she expects can be defined as image consistency, and it plays a key role in satisfying the customer's store preference (Kleijnen, de Ruyter, and Andreassen, 2005). Many studies (Darden and Babin, 1994; Lin, 2004; Ryu, Lee, and Kim, 2012) suggest that building store image is a function of product, price, service provider, and environment. How, though, can store image be most clearly delivered to and identified by the customer? What is the best way to create a high level of store image consistency?
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