Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
1029036 | Journal of Retailing and Consumer Services | 2014 | 9 Pages |
•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.