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Lookup NU author(s): Spyridon Mamalis, Dr Mitchell Ness, Professor Michael Bourlakis
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Store image consists of tangible and intangible attributes and its full conceptual understanding is of immense value to both academic researchers and practitioners. Aiming for the above, the authors developed a store image scale for Greek fast food restaurants. This scale included three tangible and three intangible factors and subsequently, a regression analysis and a structural equation analysis were applied to assess the relative factor importante. Empirical results denote the extra importante attributed to intangible factors for store image formation and consumer satisfaction compared to the tangible factors. Both academic research and practitioners can benefit from these findings by developing and adapting marketing mix strategies.
Author(s): Mamalis S, Ness M, Bourlakis M
Publication type: Article
Publication status: Published
Journal: WSEAS Transactions on Information Science and Applications
Year: 2005
Volume: 2
Issue: 10
Pages: 1705-1714
Print publication date: 01/10/2005
ISSN (print): 1790-0832
ISSN (electronic):
Publisher: World Scientific and Engineering Academy and Society
