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describe the different elements such as variety, price/quality, branding and stock turnover (Cox and Brittain, 2004). Gordon Selfridge defined merchandise attributes as to having the 'right goods at the right time in the right place in the right quantity at the right price'.

When valuing merchandise, customers look at many different aspects (Lam and Mukherjee, 2005). Levy and Weitz 1998 stated that when managing a store, merchandise presentation is a critical issue for a retailer. In spite of the various methods used by retailers to organize their merchandise, placing all items of a product category in the same section is the most common method used to ease customer selection. Retailers also blend displays of complementary products in the same spot; that is, they put them side by side so that customers see them as an ensemble.

Many retailers assign special attention to the display and organization of products, emphasizing that complementary products should be matched or coherent on vital attributes such as color, style, and design. Merchandise displays that are well organized and follow these vital attributes may create or improve a store image, draw consumer attention, stimulate their feelings, shopping experience, shopping behavior and purchase intentions.

Customer expectation 'is a rank or belief regarding the performance of a product or a retailer' Oh et al. (2008, p. xx) or in a more simple phrase, customers use their expectations as guidelines to evaluate the quality of the product or the retailer. Oh et al. (2008) pointed out that past research (e.g. Curry and Riesz, 1988; Mazurasky and Jacoby, 1985; Prakash, 1984) has shown that expectations and proof of expectations can influence customer decisions for future purchasing. It also has been shown that meeting customer expectations results in favorable purchasing decisions and satisfaction. In a more general aspect, research has shown that there is a positive link between store atmosphere and perception of the merchandise quality (Chaudhuri and Ligas, 2009; Darden and Schwinghammer, 1985; Olshavsky, 1985). Oh et al. (2008), based on Mazurasky and Jacoby, indicate that stores that are designed in an artistic fashion that reflect the store or merchandise identity lead to high customers perception levels of merchandise quality. On the other hand, other literature has suggested that rhythmic assortment of store design with a theme and picture-based information cues create positives feelings that associate the perception of a higher level of merchandise quality in addition to service quality (Baker et al., 1994; Gutman and Alden, 1985; Marsh, 1999; Mazurasky and Jacoby, 1985). From this point of view we will now take a look at the literature regarding store image and it dimensions and how it affects retailers.

2.9 Quality as Dimension of Retailer Equity

Quality is another dimension of retailer equity that integrates heavily with associations. Arnett et al. (2003) has argued that 'product quality' is a dimension of associations, while 'service quality' is a dimension of retailer equity. He builds his suggestion upon the idea that service quality is another important characteristic of strong retailer names 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。