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

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.