Integration of Faith: Character Abraham Lincoln stated, “Character is like a tree and reputation like a shadow. The shadow is what we think of it; the tree is the real thing”. The representation that character plays in marketing is paramount as it directly relates to the credibility of an organization. Corporate trustworthiness is defined as “the extent to which a company is seen as motivated to be honest, dependable, and sensitive to consumer needs” (Keller & Kotler, 2012). Social media and the internet have elevated the consumers’ capabilities to conduct research and communicate opinions to other consumers. Today’s consumers desire that Marketers realize that their needs extend beyond consumerism (Keller & Kotler, 2012). In order to
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Chick-Fil-A has been able to grow into a nationwide fast food chain without compromising the level of customer service or wavering in any of their values. Beyond just bringing value and a quality product to the consumer, Chick-Fil-A has bringing Glory to God in their mission statement (Schmall, 2007). They exhibit their dedication to their Christian value through keeping all locations closed on Sundays to allow their employees time for worship or spending time with their families. The company accepts the losses in sales revenue on Sundays in order to provide a family friendly environment. Their dedication to their Christian principles was evident in 2012 when Dan Cathy Jr. made comments during an interview on a Christian radio show. Cathy stated, ““We are very much supportive of family--the biblical definition of the family unit. We are a family owned business, a family-led business, and we are married to our first wives. We give God thanks for that…" (Benjumea, Garner, Peters, & Turner, 2013). The comments instigated a call for a boycott from the company by gay rights groups, celebrities, and political figures. The outpouring of support, from Chick-Fil-A’s loyal consumer base, lead to the largest single day sales in the company’s
Chick-Fil-A has been able to grow into a nationwide fast food chain without compromising the level of customer service or wavering in any of their values. Beyond just bringing value and a quality product to the consumer, Chick-Fil-A has bringing Glory to God in their mission statement (Schmall, 2007). They exhibit their dedication to their Christian value through keeping all locations closed on Sundays to allow their employees time for worship or spending time with their families. The company accepts the losses in sales revenue on Sundays in order to provide a family friendly environment. Their dedication to their Christian principles was evident in 2012 when Dan Cathy Jr. made comments during an interview on a Christian radio show. Cathy stated, ““We are very much supportive of family--the biblical definition of the family unit. We are a family owned business, a family-led business, and we are married to our first wives. We give God thanks for that…" (Benjumea, Garner, Peters, & Turner, 2013). The comments instigated a call for a boycott from the company by gay rights groups, celebrities, and political figures. The outpouring of support, from Chick-Fil-A’s loyal consumer base, lead to the largest single day sales in the company’s