254 HANDBOOK OF MARKETING SCALES

RETAIL STORE IMAGECONSUMER RETAIL STORE IMAGE: CIRS

(Dickson and Albaum 1977)

Construct: Though no formal definition was offered, consumer image of retail store was felt to encompass
attitudes toward retail prices, products, store layout and facilities, service and personnel,
promotion, and "others" (Dickson and Albaum 1977).

Description: The CIRS is composed of 29 7-point semantic differential items designed to measure the
aforementioned attitudes. The item scores are summed to form an overall CIRS index.

Development: Adjective pairs were generated via depth interviews with 27 consumers. A total of 31 pairs was
generated. Another sample of students was then used to trim this pool of items to the final 29-item
form. Another study was then performed to assess scale reliability and factor structure.

Samples: Three samples were used throughout scale development: a sample of 27 consumers for item
generation, a sample of 59 students to trim the item pool, and a sample of 82 (composed of
students and their spouses) to check reliability and the factor structure.

From the library of Raja Rub Nawaz

Validity: Test-retest reliability (based on a subsample of 30 from the sample of 82) over a 2-week period
was .91. The Spearman rank order reliability coefficient (split-halves) was .88. Factor analysis
of the 29 items extracted five factors accounting for more than 50% of the variance in examining
supermarket/discount stores, and six factors accounting for more than 50% of the variance in
examining department/shoe stores.

Scores: Neither mean nor percentage scores were offered.

Source: Dickson, John, and Gerald Albaum. (1977). "A Method for Developing Tailor-made Semantic
Differentials for Specific Marketing Content Areas." Journal of Marketing Research, 14, 87-91.
1977 by the American Marketing Association. Scale items taken from Table 2 (p. 89).
Reprinted with permission.

Other evidence: N/A

Other sources N/A

References: N/A
 Chapter 4 - Involvement, Information Processing, and Price Perceptions 255

RETAIL STORE IMAGECONSUMER RETAIL STORE IMAGE: CIRS

(Dickson and Albaum 1977)

1. crammed merchandisewell spaced merchandise

2. bright storedull store*
3. ads frequently seen by youads infrequently seen by you*
4. low quality productshigh quality products
5. well organized layoutunorganized layout*
6. low priceshigh prices*
7. bad sales on productsgood sales on products
8. unpleasant store to shop inpleasant store to shop in
9. good storebad store*
10. inconvenient locationconvenient location

From the library of Raja Rub Nawaz

11. low pressure salesmanhigh pressure salesman*
12. big storesmall store*
13. bad buys on productsgood buys on products
14. unattractive storeattractive store
15. unhelpful salesmanhelpful salesman
16. good servicebad service*
17. too few clerkstoo many clerks
18. friendly personnelunfriendly personnel*
19. easy to return purchaseshard to return purchases*
20. unlimited selection of productslimited selection of products*
21. unreasonable prices for valuereasonable prices for the value
22. messyneat
23. spacious shoppingcrowded shopping*
24. attracts upper class customersattracts lower class customers*
25. dirtyclean
26. fast checkoutslow checkout*
27. good displaysbad displays*
28. hard to find items you wanteasy to find items you want
29. bad specialsgood specials

NOTES: *Denotes items that are reverse scores. Dickson and Albaum note that items 1, 2, 5, 8, 14, 22, 23, 25,
27, and 28 could be used as a "shopping environment" factor, and that items 6, 7, 13, 21, and 29 could
be used as a "product promotion-price" factor.
256 HANDBOOK OF MARKETING SCALES

RETAIL STORE IMAGE: SIS

(Manolis, Keep, Joyce, and Lambert 1994)

Construct: Based on the work of Zimmer and Golden (1988), Manolis, Keep, Joyce, and Lambert (1994)
posit a three-dimensional model of retail store image: (a) a general store attributes dimension,
(b) an appearance-related dimension, and (c) a salesperson/service dimension.

Description: The SIS is composed of 10 items covering the three hypothesized dimensions. The items use
7-point semantic differential pairs as descriptor endpoints. Item scores can be summed within
dimensions to form overall scores for each of the three dimensions.

Development: Forty-five items were originally generated to reflect the construct. Using a small convenience
sample (i.e., focus groups were formed from n = 37), with store pictures as stimuli, this initial
pool of items was trimmed to 23. Ten items were retained from scale purification processes.
These 10 items were subjected to confirmatory factor analyses to test the dimensionality,
discriminant validity, and internal consistency of the dimensions.

Samples: A small convenience sample of n = 37 was used to trim items from the initial pool. A sample of

From the library of Raja Rub Nawaz

n = 720 shoppers from the San Francisco Bay area was used in the main study.

Validity: The data for the main study were analyzed in aggregate and by three store types (i.e., subsamples
of approximately n = 240 each). For the subsample data, a three-factor model corresponding to
the hypothesized store image dimensions was supported. Although some of correlations between
dimensions were relatively high, tests of discriminant validity also supported the three-dimen
sional structure. These correlations ranged from .39 to .88 across the three subsamples. Average
variance extracted estimates per dimension ranged from .40 to .60 over the three subsamples.
Standardized factor loadings were .46 across dimensions and subsamples. Measurement invari
ance tests across the three subsamples (i.e., aggregating the data for multigroup analysis) were
also supported.

Scores: Only individual item scores were offered (Table 2, p. 637).

Source: Manolis, Chris, William W. Keep, Mary L. Joyce, and David R. Lambert. (1994). "Testing the
Underlying Structure of a Store Image Scale." Educational and Psychological Measurement,
54, 628-645. 1994 by Sage Publications. Scale items taken from Table 1 (p. 631).

Other evidence: N/A

Other sources: N/A

Reference: Zimmer, Mary R., and Linda L Golden. (1988). "Impressions of Retail Stores." Journal of
Retailing, 64, 265-293.
 Chapter 4 - Involvement, Information Processing, and Price Perceptions 257

RETAIL STORE IMAGE: SIS

(Manolis, Keep, Joyce, and Lambert 1994)

General Store Attributes Dimension

1. The store has a: good selection of merchandisebad selection of merchandise.

2. The store has a: good reputationbad reputation.

3. Overall, I have a: good impression bad impression.

4. The store is: high classlow class.

5. The store is: doing wellin trouble.

6. The store's layout is: good bad.

From the library of Raja Rub Nawaz

Appearance-Related Dimension

1. The store has a: good appearancebad appearance.

2. The store is in: good physical conditionbad physical condition.

Salesperson-Service Dimension

1. The store offers: good servicebad service.

2. The store's salesperson made a: good impressionbad impression.

NOTE: The semantic differential descriptor endpoints follow each statement.