The aim of this paper is to examine the relationship between store image and brand equity. A sample of scanner panel data and survey data covering 1867 households, 11 stores over a period of 6 years is studied. Findings reveal that store image dimensions are associated with brand equity. However, this influence varies by store formats. Specifically, access image is the most important determinant ... [Show full abstract] of brand equity in supermarkets and hypermarkets although it explains better brand equity in supermarkets than in hypermarkets. While the role of service image is less relevant in supermarkets, price image is less important in hypermarkets.