Reflection of store image on icon brand

With the developing technology, it has been difficult to influence the consumer and establish a strong loyalty relationship, and the number of brands producing similar products has been increased day by day. In addition, it has become difficult to establish a long-term, strong relationship between the consumer and the brand. For this reason, brands try to establish an emotional relationship with the consumer. In this context, brands are designing their stores in a way that will attract the attention of the consumer and allow them to enter, stay inside for a long time, have experience and make a buying decision. However, brands need to pay attention to the message they want to give, to the target audience and image while designing their stores. A store image designed properly increases consumer loyalty. In addition, brand managers who aim to create a brand that the consumer cannot give up and have a strong loyalty, determine their strategies in order to become "icons'. Icon brands, which the consumer cannot give up easily and adopt as a lifestyle, create culture. In this study, it is examined whether store image has an effect on the icon brand perception. The effect of store image was investigated with the icon brand and its sub-dimensions, "brand personality", "identity myth" and "brand storytelling". Face-to-face survey was applied to 431 university students, who constitute the target audience of the Starbucks brand, which is considered as an icon brand.