Store Image and Store Meanings

Store image has been an important construct for investigating store meanings for consumers. The review of the literature has revealed that store image definitions can be grouped into three categories: ‘holistic/associative-network’; ‘cognitive and psychological’ and ‘store personality’ (see Table 4.1). Indeed, the review has also shown that the cognitive/psychological approach, especially attitude-based definitions, has been dominant in store image conceptualisations and operationalisations. This

domination appears to continue at present. However, it can be argued that definitions from this approach have not truly appreciated the nuances regarding the store image concept proposed by Martineau (1958). In contrast to brand image conceptualizations that have emphasized ‘symbolism’ and ‘meanings’ (see a review in Dobni and Zinkhan, 1990), we can suggest that meaning-based conceptualisations have not been well developed in store image research.

Our aim in this review o f store image research is to enhance our understanding of store meanings for consumers. We suggest that Martineau’s (1958) conceptualisation and the ‘associative network’ approach to store image have been the important perspectives for the understanding of store meanings for consumers. Therefore we are going to discuss Martieau’s (1958) and Oxenfeldt’s (1974-75) store image definitions.

Martineau (1958) suggests that store image construct consists o f the following elements: (1) symbolic meanings of the details of the store; (2) subjective perceptions o f the functional aspects of the store and (3) psychological attributes o f the store to consumers. In other words, Martineau’s (1958) store image definition constitutes these aspects including personality, symbolism and psychological elements.

Martineau (1958) has suggested that a store’s attributes reflect its personality. In addition, the symbolic meanings of all the attributes as a whole construct the symbolic image of the store. Indeed, it has been suggested that the symbolic image o f the store can be associated with store users’ images such as: the stereotyping of consumers who shop in the store; the status of the user of the store and the life style o f the customers in the store.

Martineau (1958) has also suggested that store attraction lies in the congruence between consumer self image and store image both at the personal (personality and

disposition/traits) level and the collective level (social/group identity). Firstly, it is suggested that stores can be regarded as a means for consumers’ self expression and self extension. For example, Martineau (1958) described consumers viewing stores as ‘my store’. The usage o f ‘m y’ indicates that for consumers the store can become part of the self or ‘extended se lf (Belk, 1988). Therefore, congruity between self and store image is important for consumers in terms of their self concept and self image enhancement. Secondly, the congruity can affect consumers’ feelings and emotions associated with retail outlets. For example, Martineau (1958) reported that interactions between consumers and other people in the store (other customers and the store personnel) generated feelings o f acceptance, warmth and rejection. We can suggest that these feelings/affections are determined by the congruity between consumers and self concept at the collective level. In addition, Martineu (1958) has suggested that these affections/feelings can be the key factors affecting consumer’s store choice.

Martineau’s (1958) store image conceptualisation has also emphasised the cognitive and psychological aspects o f store image. Store image was described as ‘the way in

which the store is defined in the shopper’s mind’ (Martineau, 1958, p. 47). Hence,

Reynold and Gutman (1984) have further interpreted Martineau’s (1958) definition by suggesting that perceptions of functional qualities o f the store are the outcome of subjective interpretations of physical attributes. This information can be further processed and associated with psychological and intangible attributes o f the store (attitude and feelings). Consequently, these consequences (functional and psychological evaluations) are linked with higher levels o f cognition, e.g., their shopping values and motivations.

of store meanings for consumers. From the ‘associative network’ approach, Oxenfeldt (1974-75) defined store image as:

It is more than a factual description o f its many characteristics. It is less like a photograph than like a highly interpretive portrait. ...An image is more than the sum o f its parts. It represents interactions among characteristics and includes (or is strongly affected by) extraneous element. It also has some emotional content - i.e., it includes an element o f being drawn toward or repelled by the store. It is not simply someone’s impersonal observations o f a sto re’s characteristics. Thus I consider image a combination o f factual and emotional material (Oxenfeldt, 1974-75, p. 9).

Indeed, this conceptualization has been influenced by Gestalt theory. Gestalt psychologists suggest that people tend to perceive the world around them as a whole. It means not only that objects should be perceived as a whole, but also be perceived in the whole field (objects and contexts). Therefore, individuals’ perception of objects varies when the context changes (Weiner, 1985). Indeed, Oxenfeldt’s (1974/75) store image definition suggests that store image should be dealt as a whole ‘overall picture’ including: all the elements (subjective interpretations of store attributes); interactions between the elements; connections between perceptions o f store characteristics and extraneous factors (context/total situation) and also emotional components.

The associative network concept requires us to not only regard the store image as a whole but also to take into account the situational and contextual elements for consumers’ store image associations. Indeed, we can suggest that consumers’ perceptions o f the same store may vary in different situations and contexts. Therefore, store image can be personally meaningful for individual consumers only when these extraneous elements are taken into account. It can also be suggested that the holistic concept can also allow us to link store image associations to consumer’s lived life experiences and consumption stages. Thus, store image perceptions are beyond

consumers’ perceptions and experiences o f in-store interactions and activities. Indeed, research has identified the extraneous elements that can exert effects on consumers’ store image perceptions. These factors include: task definitions (e.g., Van Kenhove et al, 1999); shopping motives (e.g. Morschett, et al, 2005); consumer values (e.g., Erdem et al, 1999); usage situations (e.g., Moye and Kincade, 2002); age (e.g., Joyce and Lambert, 1996); situational influences (e.g., Mattson, 1982; Nicholson, et al, 2002); life style (e.g., Williams, 2004); social class (e.g., Dawson et al, 1990a) and product class (e.g., Cardozo, 1974-75).

Table 4.1: Store Image Conceptualizations

Group 1 Holistic Definitions