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- Title
A Hermeneutical Framework for the Shared Consumption Experience Related to Glamour Days Shopping in Hungary.
- Authors
Kelemen, Zita; Nagy, Péter
- Abstract
There is a growing retail shopping phenomenon in Hungary called: Glamour Days Shopping whereby coupons are offered mainly for image related brands for a weekend. Considering the importance of this event for retailers and consumers alike, this paper focused on understanding the unique insights of this recent phenomenon. Phenomenological interviews were interpreted through a hermeneutic process concerning consumers’ perceptions and experiences during the event. Based on the stratification of important themes, a theoretical model is derived explaining the underlying motivational drivers which formulate a Self-identity related individual and social experience for the consumer. The implications of the model for retail brand related decisions are discussed.
- Publication
International Journal of Business Insights & Transformation, 2015, Vol 9, Issue 1, p46
- ISSN
0974-5874
- Publication type
Article