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- Title
Exploring the Everyday Branded Retail Experience- The Consumer Quest for ‘Homeyness’ in Branded Grocery Stores.
- Authors
Ulver-Sneistrup, Sofia; Johansson, Ulf
- Abstract
This paper extends consumer culture theories of branded retail environments by analyzing the consumer experiences of the everyday site of the branded grocery store. The analysis suggests that McCracken’s (1989) ‘homeyness’ framework succeeds to understand the orientations inflected in the everyday branded retail experience, as opposed to the ‘mythotypic’ (see Kozinets 2002) that explicates the power of the more spectacular. The implications for theoretical transferability in consumer research are discussed.
- Subjects
GROCERY industry; CONSUMER attitude research; BRAND awareness; RETAIL industry; CONSUMER culture theory; ETHNOLOGY; ICA (Company); AXFOOD AB; CHARTS, diagrams, etc.
- Publication
Advances in Consumer Research, 2011, Vol 38, p309
- ISSN
0098-9258
- Publication type
Article