MANAGEMENT

Detailed explanation-1: -1. The perceptions that customers have of a store (perceived image), or the impression about the store that its manager wants to create (projected image).

Detailed explanation-2: -Thus store image is a result of many variables which can be manipulated by the retailer to influence consumer mood and, subsequently, the buyer’s behavior. Since the store image can in this way be considered a stimulus and the consumer’s mood an organismic variable, the study is cast into the S-O-R framework.

Detailed explanation-3: -Store atmospheric attributes (including color, lighting, sales personnel, music and so on) form the overall context within which shoppers make decisions of store selection and patronage. Past research on retail environment suggests that such attributes affect the image of the store.

Detailed explanation-4: -Store personality is defined as “a consumer’s perception of the human personality traits attributed to a retail brand” (Das et al., 2012a, p. 98). Store personality is a powerful tool to position and differentiate a retail store from its competitors (Ambroise et al., 2003; Merrilees and Miller, 2001).