From words to actions: the effects of the transformation of core values through the physical stores

Sammanfattning

Purpose: To examine how core values can be concretely transformed in the physical stores in order to help with the creation of favorable brand associations and the shaping of the brand image. Methodology: The paper combines both primary and secondary data, with a specific focus on two brands as case studies: Lush and Kiehl's. Primary data was collected through a questionnaire that includes both quantitative and qualitative questions, to understand the relevance of the delivery of core values through the physical store and the results this has in terms of brand associations and image. Secondary data comes in the form of a literature review to give a proper theoretical foundation to the research, coupled with the analysis of the selected brands through online articles and their respective websites. Findings: The research shows that today physical stores are still highly relevant. Most importantly, it delineates how a good and clear store branding strategy can help to acquire a desirable positioning, while an improper plan can instead damage it by failing with the first step of the value transformation process. Originality/value: The paper is the first of its kind to focus on the transformation of the core values into physical realities through the interior design and physical elements of the store, combined with the effects that this has on people. Moreover, a theoretical contribution is given by proposing a framework that can be adapted to analyze the efficiency of the brands' actions in the physical world.