Applied scale development: Measurement of store image

A discussion focuses on the need for the development of measures that can be used in an applied domain. It suggests that applied scales differ from scales used for scientific research in several ways. The discussion presents an applied scale developed for use by retail managers to assess store image. Unlike previous research, the priorities used in the development of the scale included the applicability of the scale by store managers. The store image scale developed offers an actionable, cost efficient, and minimal effort approach to determining and altering, if necessary, individual store image.