1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 unknown
Store image in the Chinese grocery retail sector
Store image has traditionally been of interest in the Western markets. Studies of store image have also assessed the image of one or a few competing stores. This paper develops an approach to capture store images of an entire retail sector, an issue of importance when enter-ing the new emerging markets for example in Eastern Europe and Southeast Asia. The rele-vance of the approach was tested on the food retail sector in two Chinese cities. Two clusters with differ-ent images were identified and profiled. Implications for future research and managerial implications are developed.
Rethinking European Marketing: Proceedings of the 30th Emac Conference, 2001
MAPP; Chinese grocery retailsector; Retail store image; China; Kina