Store Image Perceptions in International Retailing: an Empirical Comparison of IKEA’s
It has been found that customers in the home market perceive the retailer’s store image more positively than customers in the host market, even though this study has found that the retailer’s store image is generally perceived very positively by customers in both examined markets. In addition, this thesis has found that there is a significant difference in how IKEA’s management and customers perce
