Conceptualization and operationalization of retail store image: A case of rival middle-level theories
Susan M. Keaveney, Kenneth A. Hunt
Journal of the Academy of Marketing Science · 1992 · Volume 20 · Issue 2
Abstract
This article presents the case that inconsistencies between retail store image conceptualization and operationalization signal a critical separation between theory and measurement within the paradigm. The authors attribute the separation to the influence of two rival, middle-level information processing theories. The first, piecemeal-based processing theory, has historically dominated retail store image operationalization and measurement within the area. The authors argue, however, that the time has come for a new information processing theory—category-based information processing—to challenge piecemeal processing as the positive heuristic within the store image paradigm. The advantages of adopting category-based processing over piecemeal processing are discussed both from a positive and normative perspective. Recommendations for managers and propositions for future research are offered.
Keywords
Retail Store, Department Store, Incoming Information, Store Image, Store Schema
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