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1、JournalofRetailingVolume45Number1Spring1969TheComponentsofDepartmentStoreImage:ATheoreticalandEmpiricalAnalysisLEONARDLBERRYAssistantProfessorofMarketingCollegeofBusinessAdministrationUniversityofDenverDenver,ColoradoTheliteratureondepartmentstoreimagehas
2、increasednotablyinthepastdecade,*buttherateofknowledgehasnotprogressedac-cordingly.Partoftheproblemstemsfromtheinherentdifficultyoftheimageconceptitself.Characteristically,"image"hasbeentreatedintheliteratureasanintangible"something,"avague,untouch-able,f
3、orbidding,virtuallyimmeasurablephenomenon.Thecon-cept"departmentstoreimage"hasnotbeenanexceptiontosuchambiguity.Inviewofthesedifficulties,itisperhapsunderstandablethatsomeresearchrelatingtodepartmentstoreimagehasservedtoraisemorequestionsthanithasanswered
4、.Nonetheless,sincedepartmentstoreimageisusuallyconsideredtobeanimportantfactorinfluencingcustomerpatronage,itiscommandingincreasingattentionfrombothpractitionerandacademician.Indeed,whilethepractitioneristakingconcretestepstoimbuehisdepartmentstorewithafa
5、vorableimage,theacademicianistryingtounderstandtheconcepttohelpindicate1.SeeforexampleLeonAron's"DocsT.V.ViewingInfluenceStoreImageandShoppingFrequency?"JOURNALOFRETAIIING,XXXVII(Fall1961),1-13;StuartV.RichandBernardD.Portis,"TheItnageriesofDepartmentStor
6、e,"JournalofMarketing.Vol.28(April1964),10-15;BruceW.Weale,"MeasuringtheCustomerImageofaDepartmentStore,"JOURNALOFRETAILING,XXXVII(Sum-mer1961),40-48;GeorgeFisk,"AConceptualModelforStudyingCustomerImage,"JOURNALOFRETAILING,XXXVII(Winter1961-1962),1-8,54.J
7、ournalofRetailingthedirectionthesestepsmighttake.Theresearchproject^discussedonthefollowingpagesrepresentsanattempttomoveforwardindeal-ingwiththissecondtask.ThreedepartmentstoresinPhoenix,Ari-zona,wereselectedasthebasisofstudy.OBJECTtVESTheobjectivesofthi
8、sstudywereto:(i)defineimageinawaythatitcouldbeidentified,(2)developonaninitialbasisabehavioralmodelofmaninhisroleasconsumer,(3)developandexplorethemeritsofanunusualmethodologyforimagemeasurement,(4)con-ductinitialre
