Conveying conscientiousness: Exploring environmental images across servicescapes

Kauppinen-Räisänen, Hannele, Anne Rindell and Åberg, Charlotta

Journal of Retailing and Consumer Services, 2014, vol. 21, issue 4, 520-528

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.

Keywords: Conscientiousness; Nostalgic branding; Organic food; Retailing; Servicescape; Supermarket (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:21:y:2014:i:4:p:520-528

DOI: 10.1016/j.jretconser.2014.04.001

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