Does the Impact of Retailer Attributes on Store Image Vary Between Retail Formats? Insights from the Romanian Grocery Retail Market

Abstract

Retail brand perception, store image, and even the positioning of retail firms have been examined frequently in research for many years. Studies analyzing retail formats on the basis of retailer attributes perceived in a particular retail sector are, however, relatively rare (Morschett et al. 2006). The present study provides a fairly unique perspective so far because it does not deal with retail formats in well-known Western and more or less saturated markets, but with analyzing the store image of retail formats in the context of one grocery retailing market in Eastern Europe.