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This study examines the effects of a store’s symbolic imagery using the facade colors on consumer emotions and behavior. A conceptual model was developed based on the stimulus-organism-response (S-O-R) theory. A total of 284 questionnaires were collected online for which used a hypothetical store image that reflected a higher or low-end retail atmosphere (reflected via the facade colors). Data were analyzed using SPSS 23 and AMOS 23. The results of the analyses demonstrated that: 1) facade colors positively influenced the consumers' perception of the store’s luxury; 2) the consumers' perception of store luxury positively affected their arousal emotions but affected their dominant emotions negatively; 3) the consumers’ arousal and dominant emotions positively affected their intentions for visiting the store; and 4) the brand type (luxury vs SPA) moderated the relationship between perceived store luxury, consumers' emotions, and behavior. The results represent that the facade colors is useful as an independent component of the retail atmosphere for conveying the symbolic image(luxury) of the store. And to suggest needs for a strategic approach that focuses more on harmonizing the facade with the brand type than concentrating to construct the store’s symbolic imagery using the facade colors.