Along with the trends toward brand internationalization, retail industrialization, and diversification of consumption behaviors come changes in how people shop. One of the ways in which the shopping experience is changing is that more consumers are turning their attention to the question of whether shopping itself is a pleasant experience or just a chore. Baker et al. (1992) point out that, when retailers begin to find it extremely difficult to gain advantages in terms of product, price, promotion,and place (channel), the store itself becomes an opportunity for market differentiation. It is no surprise that brand loyalty is important in the retail industry (Kau and Ehrenberg, 1984); retailers are working toward strengthening the environment in their stores in order to create a store atmosphere that can make consumers more loyal.