| Abstract |
The objective of this study is to discover the associations between store cues/attributes and values of shoppers by examining all interim linkages. Most studies have explored the association between two immediate levels of abstraction such as store cues and dimensions, or store image dimensions and shopper motivations. No study has examined the entire chain from values to cues despite strong evidence of the existence of such a mental chain. This study would have strategic implications for store start-up, development, and positioning. Critical cues that are loaded with rich symbolic meaning would be discovered and the meaningfulness of these cues explicated for a retailer. |