Organization Branding in Retail Business: A Case Study of Community Mall

Main Article Content

ณัฐกาญจน์ สุวรรณธารา

Abstract

Business competition are increased in Community Mall these day.  Organization branding survive sustainably and have made long term profit.  This is quality research data were collected from 1) in-depth interviews with senior executive officers and technical specialists in image building of organization 2) group interview with consumer.  It was found that the organization branding should use the following elements respectively; 1) social and community activities, 2) employees, 3) products and services, 4) marketing communication, 5) environment at workplaces, 6) place and environment, and 7) office equipment sustained in long term business and competition branding.  So it would be sustained and useful in the future to initiate the organization in Thailand as well.

Keywords

Article Details

How to Cite
สุวรรณธาราณ. (2019). Organization Branding in Retail Business: A Case Study of Community Mall. Journal of Humanities and Social Sciences, Rajapruk University, 5(1), 178-188. Retrieved from https://www.tci-thaijo.org/index.php/rpu/article/view/191632
Section
Articles

References

ศศิธร ง้วนพันธ์ และ ธีระ เตชะมณีสถิตย์. (2557). การสร้างภาพลักษณ์องค์การสำหรับธุรกิจการค้าปลีกสมัยใหม่ กรณีศึกษาซูเปอร์เซ็นเตอร์ในประเทศไทย. วารสารเทคโนโลยีสุรนารี, 8(2), ธันวาคม 2557: 1 - 16.

Boulding, K. E. (1975). The Image: knowledge in life and society. Michigan: The University of Michigan.

Chattananon, et al. (2007). Building corporate image through societal marketing programs, Society and Business Review, 2(3), 230 - 253.

Christodoulides, G., and Leslie, D. (2009). Consumer-based brand equity conceptualization and measurement. International Journal of Marketing, 52, 43 - 65.

Gurthan, et al. (2004). When Corporate Image Affects Product Evaluations: The Moderating Role of Perceived Risk. Journal of Marketing Research, 197 - 205.
Hart, A. E., Rosenberger and Philip, J. (2004). The Effect of Corporate Image in the Formation of Customer Loyalty. Australasian Marketing Journal, 88-96.

Keller, K.L. (2008). Strategic Brand Management. 3rd ed. New Jersey: Prentice – Hall.

Kotler, P. (2000). Marketing Management: Analyzing consumer Marketing and Buyer behavior (The Millennium). New Jersey: Prentice Hall.

Mickiewicz et al. (2011). Corporate Image in the leisure services sector. Journal of Services Marketing, 25(3), 190-201.

Nguanphan, S. and Taechamaneesatit, T. (2014). Corporate Image Building for Retail Modern Trade Supercenter in Thailand. Suranaree Journal of Science and Technology, 8(2) December 2014: 1 – 16. (in Thai)