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Brand Image can be defined as the way in which a brands productservice positions itself to be viewed in the eyes of the public Sears Roebuck and Co is a multi-line retailer that provides a wide array of merchandise and services through segmentation At last count the Full-line Store operations consisted of 858 mall-based retail stores selling the following categories of merchandise Softlines Hardlines and Licensed Businesses Softlines consists of apparel and accessories for the entire family plus cosmetics fine jewelry and home fashions Hardlines consists of a full assortment of appliances electronics and computers for the home home improvement products sporting goods lawn and garden equipment and seasonal items Licensed Businesses consist of third party concessions primarily operated within the Full-line Stores and include portrait studios optical and other licensees All of the previously discussed segmentation acts to form salient beliefs about Sears and their respective brand image in the minds of the consumerSalient Beliefs are the set of beliefs activated in a particular situation and may be represented as an associative network of linked meanings Because a persons cognitive capacity is limited only a few of our overall beliefs about a brand can be activated and considered at once Only the salient beliefs about a brand can causecreate a persons attitude toward that brand The following list outlines the relationship between salient beliefs about Sears and attitude toward the storeoSears offers many different products and servicesoSears is a very large and cluttered storeoSears has few sales representativesoFinding a product in a Sears store is not easy and may be very complicatedoSears is usually located in a shopping mall with ample parking and easy entryoSears offers many different products and servicesoSears is a large and cluttered storeBeliefs and the Means-End Chain LinkagesBeliefs are usually linked to means-end chains of product knowledge which consist of attribute functional consequences of visiting a Sears store and values presented by Sears Throughout the course of the semester we
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