Store Image Scale

What it measures

Measures the overall image consumers hold of a retail store across nine attribute dimensions. Store image is a holistic cognitive-affective construct shaping store choice, in-store behaviour, and loyalty. Lindquist's multidimensional model is foundational to retail image research, validated across store formats worldwide.

Response format

Semantic differential (7-point bipolar adjective pairs) or Likert (1–7)

Scale items

• This store carries a wide variety of merchandise.
• The quality of merchandise at this store is high.
• The prices at this store are reasonable for the quality offered.
• The sales staff at this store are helpful and friendly.
• The sales staff at this store are knowledgeable about the products.
• This store provides fast and efficient service.
• This store attracts a clientele I feel comfortable shopping with.
• The store layout makes it easy to find what I need.
• This store is conveniently located.
• This store has attractive window and in-store displays.
• The atmosphere of this store is pleasant.
• This store has special sales and promotions that I find appealing.
• This store is known for the quality of its products and service.
• This store has a good reputation in the community.
• I am satisfied with my overall shopping experiences at this store.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Dimensions scored separately. Store atmosphere and merchandise are typically the strongest predictors of store preference. Increasingly relevant in omnichannel contexts where online and offline store images interact.

Recommended companion scales

Citation

Lindquist, J.D. (1974). Meaning of image. Journal of Retailing, 50(4), 29–38.

Keywords