Store image : scale development part 2 : empirical research

The aims of this article (the second in a three-part series) are threefold, namely to (1) develop a scale for the measurement of the perceived importance of store image dimensions, (2) purify the developed scale to illustrate acceptable reliability and (3) develop and refine this scale for practical implementation in the apparel retail environment. A four-phase approach was documented for scale development. The provisional scale was purified and tested by means of two pilot studies and the data was subjected to Cronbach alpha and confirmatory factor analysis (CFA). A revised model of apparel store image was proposed. Model fit results indicated that fit can still be improved. Results culminated in a 55-item Apparel Store Image Scale that showed good reliability.