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21 – 30 of over 1000Suyash Khaneja and Shahzeb Hussain
The purpose of this paper is to examine the effects of physical environment design (PED) and its antecedents on consumers’ emotional well-being (EWB). Drawing on place identity…
Abstract
Purpose
The purpose of this paper is to examine the effects of physical environment design (PED) and its antecedents on consumers’ emotional well-being (EWB). Drawing on place identity and emotional theories, the study aims to provide a new perspective to retail store experiences.
Design/methodology/approach
A survey of 800 respondents was conducted in London, out of which 764 responses were constructively used. The data was collected from international retail outlets, and structural equation modelling was used to analyse the data.
Findings
The empirical results show that PED has a positive effect on consumers’ EWB. Among the antecedents, visual identity does not have any significant effect on PED and EWB. In contrast, communication had a significant effect on PED but did not have any effect on EWB, and further, cultural heritage had a positive effect on both PED and EWB. Further, moderator analysis identifies the boundary conditions under which specific theories hold.
Practical implications
The value of this paper lies in its potential to be used for creating the perfect design planning in retail stores. Significant implications for managers and researchers are highlighted.
Originality/value
This paper presents an innovative approach to develop the principles of retail store’s PED to support the EWB of consumers.
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Dongmei Zha, Pantea Foroudi, T.C. Melewar and Zhongqi Jin
This paper aims to develop an integrative framework based on a convergence of embodiment, ecological and phenomenological theoretical perspectives to explain the multiple…
Abstract
Purpose
This paper aims to develop an integrative framework based on a convergence of embodiment, ecological and phenomenological theoretical perspectives to explain the multiple processes involved in the consumers’ mining, processing and application of brand-related sensory data through a sensory brand experience (SBE).
Design/methodology/approach
This research adopts a qualitative method by using face-to-face in-depth interviews (retail managers and customers) and focus group interviews (actual customers) with 34 respondents to investigate SBEs in the context of Chinese shopping malls.
Findings
Results show that the brand data mined through multisensory cues (visual, auditory, olfactory, tactile and taste) in a brand setting are processed internally as SBEs (involving sensory impressions, fun, interesting, extraordinary, comforting, caring, innovative, pleasant, appealing and convenient), which influence key variables in customer–brand relationships including customer satisfaction, brand attachment and customer lovemarks.
Originality/value
This study has implications for current theory on experiential marketing, branding, consumer–brand relationships, consumer psychology and customer experience management.
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Rahime Zaman Fashami, Manijeh Haghighinasab, Nader Seyyedamiri and Pari Ahadi
This paper analyses the strategic intent behind the University of Warwick's corporate identity (CI) programme by using the four components of the corporate identity model…
Abstract
Purpose
This paper analyses the strategic intent behind the University of Warwick's corporate identity (CI) programme by using the four components of the corporate identity model developed by Melewar and Jenkins.
Design/methodology/approach
Information gathered from the interview with Ian Rowley, Director of Communication at the University of Warwick, is presented in support of the arguments. In addition, the paper refers to two further documents: “University of Warwick: Reputation Audit” and “The Corporate Identity Guide”.
Findings
Warwick's new CI is the reflection of the new management strategy which is the move from a decentralised towards a more centralised management style. In this respect the changes at Warwick represent not a one‐dimensional perspective to CI but rather the first step of an evolving CI programme.
Originality/value
Application of the Melewar and Jenkins identity model in the context of a higher education sector.
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Marwa Tourky, Pantea Foroudi, Suraksha Gupta and Ahmed Shaalan
This study aims to revisits the meaning of corporate identity (CI) in practice to identify its key dimensions and the interrelationships between them and to provide insights on…
Abstract
Purpose
This study aims to revisits the meaning of corporate identity (CI) in practice to identify its key dimensions and the interrelationships between them and to provide insights on how to operationalize the construct.
Design/methodology/approach
This study is based on a comprehensive literature review and qualitative research consisting of 22 semi-structured interviews with senior managers from 11 UK-leading companies, and three in-depth interviews with corporate brand consultants who worked closely with these firms in cognate areas.
Findings
The study identifies the following six key dimensions of CI in the UK industry: communication, visual identity, behavior, organizational culture, stakeholder management and founder value-based leadership.
Research limitations/implications
The focus on UK leading companies limits the generalizability of the results. Further studies should be conducted in other sectors and country settings to examine the relationships identified in the current study.
Originality/value
This study identifies the salient dimensions of CI and, for the first time, the role of founder transformational leadership, employee identification and top management behavioral leadership as key dimensions and sub-dimensions of CI. The study also provides novel insights about the measurements for these dimensions. Additionally, this study introduces a model for the interrelationships between CI dimensions and their influence on corporate image, based on rigorous theoretical underpinnings, which lays the foundation for future empirical testing.
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Ahmed Rageh Ismail, Bang Nguyen, Junsong Chen, T.C. Melewar and Bahtiar Mohamad
This study aims to examine the relationship between brand engagement in self-concept (BESC), value consciousness (VC) and brand loyalty among Generation Z consumers. In addition…
Abstract
Purpose
This study aims to examine the relationship between brand engagement in self-concept (BESC), value consciousness (VC) and brand loyalty among Generation Z consumers. In addition, the study aims to segment the Generation Z consumers based on BESC and VC and examine the differences between the segments.
Design/methodology/approach
A self-administered questionnaire was developed and administered to a sample of 346 undergraduate students in Malaysia. The hypothesized structural models are tested using partial least squares structural equation modeling. The study also uses cluster analysis to segment the Generation Z consumers.
Findings
The results reveal that among Generation Z consumers both BESC and VC have a positive effect on brand loyalty. Additionally, the mediation analysis established that BESC plays a mediating role in the relationship between VC and brand loyalty. The study also identified four consumer groups – attentive group, dedicated group, prospective group and switchers group. Furthermore, consumer classification according to BESC can be used by marketers and managers in marketing strategy development.
Originality/value
The study has originality and value in developing and testing a new model linking BESC with VC and brand loyalty. Further, market segmentation on the basis of BESC and VC has been rarely studied. Even less, has been studied among Generation Z consumers and this study fills this important gap.
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Pantea Foroudi, Charles Dennis, Dimitris Stylidis and T.C. Melewar
Dongmei Zha, Pantea Foroudi, T. C. Melewar and Zhongqi Jin
Richard Fletcher and T.C. Melewar
This paper explores the differences between communicating with consumers in emerging economies compared with those in more developed economies. The nature of emerging markets is…
Abstract
This paper explores the differences between communicating with consumers in emerging economies compared with those in more developed economies. The nature of emerging markets is discussed in order to highlight differences that may impact on communication with buyers in those markets. One of the critical differences is that of culture and a comparison is undertaken between developed and emerging markets in respect of the variables highlighted by both Trompenaars and Hampden‐Turner and Hofstede. Other differences discussed relate to political and legal, economic, infrastructural and educational factors. Then a typical communications model used in international marketing is discussed in terms of its applicability to emerging markets. Finally, a future research direction is proposed.
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