کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1029036 | 942600 | 2014 | 9 صفحه PDF | دانلود رایگان |
• Conscientious corporate branding in a retail context requires long-term, comprehensive dedication.
• Each action taken by the company can have an effect, not just those that are environmentally oriented
• Conscientious retailer branding incorporates a nostalgic dimension that suggests the need to address the effects of the past.
The study explores how conscientiousness gets conveyed across servicescapes in two specific retail contexts: a supermarket and an organic food store, both of which claim an environmentally oriented branding strategy. Data collected from a qualitative approach and a photo elicitation technique consist of 20 semi-structured interviews with consumers of organic food products. The present study contributes to extant retailing literature by demonstrating that a conscientious corporate brand image requires long-term, comprehensive dedication by retailers. Moreover, this study contributes to research into retailer branding by uncovering a nostalgic dimension of conscientious branding, which in this setting means acknowledging the effects of the past.
Journal: Journal of Retailing and Consumer Services - Volume 21, Issue 4, July 2014, Pages 520–528