Tangible and Intangible Store Image Attributes in Consumer Decision Making: The Case of Fast Food Restaurants.

Mamalis, S. and Ness, M. and Bourlakis, M. (2005) Tangible and Intangible Store Image Attributes in Consumer Decision Making: The Case of Fast Food Restaurants. WSAES Transactions of Information Science and Applications, 2 (10). pp. 1705-1714. (The full text of this publication is not available from this repository)

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Abstract

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 importance. Empirical results denote the extra importance 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.

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: J. Ziya
Date Deposited: 27 Sep 2010 15:05
Last Modified: 27 Sep 2010 19:10
Resource URI: http://kar.kent.ac.uk/id/eprint/25599 (The current URI for this page, for reference purposes)
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