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Erschienen in:
2015 | OriginalPaper | Buchkapitel
Developing, Measuring, and Managing Store Image
verfasst von : A. Coskun Samli
Erschienen in: Coping with Retail Giants
Verlag: Palgrave Macmillan US
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Aconsumer entering Sam’s or Costco certainly experiences different feelings from one entering Neiman Marcus or Saks Fifth avenue. These feelings will be accentuated by ambiance, merchandise, service, and other store features (Samli 2004). Every retail store has a personality that is the sum total of impressions a consumer will experience as he/she enters the store and shops around. That atmosphere, which is called store image, may be very suitable for some customers, and totally unsuitable for others.