Assessing the Antecedents and Consequences of Store Image with Reference to the Readymade Apparel Stores in Indore City

The objective of the paper is to find out the underlying factors of store image and develop a scale for its measurement. The importance of store image has increased two-fold as the purchasing power of the consumers has increased. Thus, it becomes important for the companies to enhance the image of their store. The people are becoming more aware of the brands and stores. The present study has been conducted to find out the factors that make store image. Consequently, CFA was done on the test data set, employing the shortened measurement scale. For the purposes of this phase of the study, each dimension was submitted to CFA separately to allow for the investigation of individual items.