The sustainable development goals (SDGs) commenced globally in 2015. The execution of the SDGs is described as "Localizing the SDGs" to emphasize the role of local establishments and local players. The concern of SDG-related issues and concepts appears to be rising and is in line with the appreciation of its considerable potential. During the last decade, the concept of brand equity has been considerably utilized (or localized) in the context of the store, which is termed customer-based store equity (CBSE). We contribute to this localizing viewpoint by studying how the inclusion of the SDGs, particularly corporate social responsibility (CSR), influences local store equity. We propose eight major means by which the SDGs play a key role in creating CBSE, including 1) building store awareness; 2) developing consumer-self imagery; 3) engaging with store personality; 4) enhancing perceived store credibility; 5) enriching store reputation; 6) evoking store feeling; 7) cultivating store trust and loyalty; and 8) improving store perceived quality. We discuss the implications of our research propositions and provide directions for future research.
Purpose This paper aims to explore the topic of embodiment as a gap in meaning-making within the literature on business relationships in IMP and business marketing academic discourse. Referring to the theories of embodiment, the authors question the dominant worldview of Cartesian dualism which marginalizes the influence of the body in meaning-making and explore relevant implications of an embodiment agenda for research and practice. The aim is to demonstrate that embodiment has a vitally important influence in the construction of meanings. Design/methodology/approach The paper provides a review of theoretical and empirical literature on embodied cognition and theories of embodiment to construct a cooking metaphor as an analogical vehicle for exploring meanings within business relationships. Findings The authors use a cooking metaphor to explore how meaning is created in human interaction. Body and mind blended together produce meaning through the catalyst of discourse and semiotics. Cognition is described as a mixture of rational and non-rational processes involving blended elements of embodied perceptions and psychological ideas stirred and heated in a semiotic “sauce” of discourse (language, communication, information, power/knowledge). Originality/value The contribution of the paper is in proposing that both body and mind influence the creation of meanings in business relationships blended through the mediation of language and discourse. The authors aim to advance a “practice” and “linguistic” turn in the business marketing discourse by proposing that embodied, discursive and cognitive processes are more effectively conceived as blended influences.
The retail store market in Thailand continued to grow with more intense competition from key players expanding their operations across retail grocery market segments. Central Food Retail Company Limited (CFR) was the market leader in the supermarket segment targeting the middle to high income groups. As part of the company’s long-term strategy, CFR planned to expand the business into other retail sectors by launching new store formats to capture other customer segments, especially middle- and lowincome groups. These customer segments had been largely served by operators in the hypermarket segment. The challenges and opportunities that CFR faced and the decisions on brand extension strategy and brand architecture strategy were discussed.
Customer complaint or customer voice has been recognized as a key response to service failure that activates service recovery. This study aims at investigating how managing customer voice affects service recovery evaluation. Building on the concept of initiation, this study conceptualizes three conditions of service recovery, namely, service recovery based on customer-initiated voice, service recovery based on firm-initiated voice, and service recovery based on no voice. Using an experimental design, the present study investigates how customer evaluations of service recovery vary across voice initiation conditions. The multivariate analysis of covariance (MANCOVA) reveals that firm-initiated voice, compared with customer-initiated voice, elevates customer perceived justice and satisfaction while diminishing negative word-of-mouth intention. The research findings emphasize the necessity to activate customer’s voice following a service encounter so that service failure can be identified and addressed, which helps in improving customer evaluation of service recovery attempts.
Purpose This study aims to empirically develop a new destination personality scale (DPS) for Thailand. Design/methodology/approach To fill the previous gaps in the existing literature, this research study used a more concise destination personality definition consisting of human personality traits only, a variety of more than 100 destination stimuli covering 12 categories of tourist destinations including many urban cities across the country, a mix of sample groups (domestic and international tourists) that proportionally represent tourist population visiting the country and mixed method (qualitative and quantitative) approaches. Findings The results revealed that the new scale consists of seven personality dimensions representing eastern cultures: traditionalism, kindness, excitement, easygoingness, liveliness, trendiness and charm. The results also showed that the scale is valid and reliable. Research limitations/implications First, data was collected using a cross-sectional survey method, so the results are limited to a specific period of time. Thus, longitudinal studies are recommended to enhance the validity and reliability of the scale. Second, destination stimuli used in this scale covered both urban cities and rural areas across the country. Thus, further studies should compare between destination personality dimensions resulting from urban cities as stimuli and those from rural areas. Practical implications City tourism marketers can use this scale as a valid tool for measuring destination personalities in urban cities of the country and checking whether such personalities are consistent with what is intended. Originality/value To the best of the authors’ knowledge, this research is the first attempt to develop the Thailand Destination Personality Scale (TDPS).
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