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esponsible for characterizing the store in the shopper's mind. Alternatively, Marks (1976, p.43) stated '(store image) is not merely the sum of objective individuals associated with the stores; rather, a store's image is a composite of dimensions that consumers perceive as a store. Store image is an overall picture that is more than the sums of the parts, for the parts interact with one another in the consumer's mind'. Furthermore, Thang and Tan (2003) recognized that customers' preference for a particular store is affected by the following attributes: merchandising, accessibility, reputation, in-store service and atmosphere of the stores. Osman (1993) put forward that store image as well as positive past purchase experience of a customer are determinants of customer repurchase loyalty. Hartman and Spiro (2005) suggest to further develop the concept of store image by introducing it to store equity. On this basis Jinfeng and Zhilong (2009, p. 487), consistent with Decarlo et al. (2007), concluded that 'there are number of retail operational elements that can affect retail store name equity, such as pricing, merchandise variety and assortment, promotion and layout and customer service'.

The store image composed of different factors or characteristics of the retailer marketing mix are what build the store image in the consumer's mind (Jinfeng and Zhiong, 2009). For that reason store image is measured by customer perceptions of the primary marketing activities offered by the store. Retailers who manage to have the ability to use these marketing mix dimensions have succeed in elevating the image of the store and enhancing its economic performance (Jinfeng and Zhiong, 2009). The store image or store attributes affect customer perception and repurchase behavior (Jinfeng and Zhilong, 2009; Chaudhuri and Ligas, 2009). Store affect is defined as 'consumers' self-reported level of the intensity of the subjective experience of positive feelings towards a store in general' Chaudhuri and Ligas (2009, p. 407).

Retailers influence consumers' perceptions of the store's image with the aim of promoting purchasing behaviors. Given that customers recognize store image as a vibrant foundation, a store image is changed in the customers' minds after each encounter and experience with in-store environment. Some researchers suggested that store atmosphere is a component of store image (Lindquist, 1974; Oh et al., 2008; Zimmer and Golden, 1988) while in contrast other researchers believe that store image is a consequence of store atmosphere (Baker et al., 1994).

2.8.2 In-store Atmosphere (Music, Design, and Employee Perception)

There has been concentrated attention from researchers on store atmosphere as it is considered to be a critical strategy in competitive markets. Past research uncovered that store atmosphere has an effect on consumers' perceptions of product quality (Chebat and Michon, 2003). The atmosphere of a particular store comprises a mixture of drivers such as color, sound, scent, taste, layout and space which are important signals for buyers moods and purchase intention.

Kotler first introduced the concept of store atmosphere in 1973. He stated that customers' purchasing decisions can be enc本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。