whereas location makes a smaller contribution thereto. By comparison, notable differences can be noticed between the analysed retail formats as to the impact of service on store image. In the case of food retail, some formats (supermarkets, hypermarkets, discount units) feature relatively similar impacts, the only difference being the cash & carry stores where service has a very great impact on brand image. Non-food retail formats feature significant differences in terms of service and its impact building store image. On the other hand, store location contributes to building store image only in the case of some retail formats, with notable differences between them. One of the main limits of the current research consists in the fact that non-food retail formats are much more heterogeneous than their food counterparts. Likewise, the number of questionnaires for the analysis of retail formats must have an as equal distribution as possible for each particular format. However, the present findings may serve as a basis for pertinent conclusions about the impact of service and location on the consolidation of the retail image.