Retailers are operating in a highly competitive arena, in which the perceived store price image is driving consumers’ store choices. Despite its practical importance, research has hitherto not been able to provide a comprehensive explanation concerning the formation of store price image. The present study addresses this research deficit by developing a conceptual framework and empirically testing an integrated model of store price image and its antecedents. The empirical investigation identifies significant price-related antecedents (i.e., favorable inter-store price comparisons by customers, special offers, price guarantees), as well as significant non pricerelated antecedents (i.e., store size, store ambiance) of store price image. Hence, by actively managing the antecedents of store price image, a retailer might be able to lever store price image without necessarily sacrificing profitability. The integrated model developed in this study can make a significant contribution to a field of knowledge, which at present, is not well understood in both research and business practice.