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