Locating cosmopolitanism - Between humanist ideal and grounded social category

The emerging interdisciplinary body of cosmopolitanism research has established a promising field of theoretical endeavour by bringing into focus questions concerning globalization, nationalism, population movements, cultural values and identity. Yet, despite its potential importance, what characterizes recent cosmopolitanism research is an idealist sentiment that considerably marginalizes the significance of the structures of nation-state and citizenship, while leaving unspecified the empirical sociological dimensions of cosmopolitanism itself. Our critique aims at making cosmopolitanism a more productive analytical tool. We argue for a cosmopolitanism that consists of conceptually and empirically identifiable values and outlooks. While there has been some progress made in this direction in the recent literature on cosmopolitanism, most writing still considers cosmopolitanism as something so delicate that it cannot be measured. Furthermore, in order to appreciate the full currency of the concept, we argue that researchers must not only agree on some common determinants of cosmopolitanism and cosmopolitan dispositions, but also ground their analyses of cosmopolitanism in the context of enduring nation-state structures.

Does customer satisfaction lead to improved brand equity? An empirical examination of two categories of retail brands

Purpose – The objective of the present research is to examine the relationship between consumers' satisfaction with a retailer and the equity they associate with the retail brand. Design/methodology/approach – Retail brand equity is conceptualized as a four-dimensional construct comprising: retailer awareness, retailer associations, retailer perceived quality, and retailer loyalty. Then the associative network memory model is applied from cognitive psychology to the specific context of the relationships between customer satisfaction and consumer-based retailer equity. A survey was undertaken using a convenience sample of shopping mall consumers in an Australian state capital city. The questionnaire used to collect data included an experimental design such that two categories of retailers were included in the study: department stores and specialty stores, with three retailers representing each category. The relationship between consumer-based retailer equity and customer satisfaction was examined using multivariate analysis of variance. Findings – Results indicate that retail brand equity varies with customer satisfaction. For department stores, each consumer-based retailer equity dimension varied according to customer satisfaction with the retailer. However, for specialty stores, only three of the consumer-based retailer equity dimensions, namely retailer awareness, retailer associations and retailer perceived quality, varied according to customer satisfaction level with the retailer. Originality/value – The principal contribution of the present research is that it demonstrates empirically a positive relationship between customer satisfaction and an intangible asset such as retailer equity.