Recapturing store image in customer-based store equity: a construct conceptualization

This paper enhances previous conceptualizations of store image by introducing a new concept referred to as store equity, defined as the differential effect of store knowledge on customer response to the marketing activities of the store. As such, the goals of this paper are (1) to argue that store image, as it has been previously developed by marketing academics, is a necessary but insufficient construct to understand store performance and consumer behavior and (2) to discuss the enhanced conceptual and operational benefits of store equity as compared with store image. To accomplish these goals, the paper discusses the conceptualization and operationalization of customer-based store equity by explicitly comparing the concept to store image and discusses the implications for marketing practitioners by identifying the considerations for building and managing customer-based store equity.