“…The ability of a retailer to provide opportunities for socialization and entertainment to its customers is thus an important attribute of retailer brand image (Goldman, Krider, & Ramaswami, 1999;Baron, Harris, Leaver, & Oldfield 2001;Zinkhan, Fontenelle, & Balazs, 1999). For example, consumers might go to IKEA to purchase furniture, appliances, or home accessories as well as to enjoy the famous Swedish meatballs and Swedish tapas offered in IKEA's in-store eating facilities or relax in IKEA's bistro/exit café after shopping.…”