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Conveying conscientiousness: Exploring environmental images across servicescapes

Authors
Journal
Journal of Retailing and Consumer Services
0969-6989
Publisher
Elsevier
Volume
21
Issue
4
Identifiers
DOI: 10.1016/j.jretconser.2014.04.001
Keywords
  • Conscientiousness
  • Nostalgic Branding
  • Organic Food
  • Retailing
  • Servicescape
  • Supermarket
Disciplines
  • Ecology
  • Geography

Abstract

Abstract 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.

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