کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1029607 942645 2009 10 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
The brand architecture of grocery retailers: Setting material and symbolic boundaries for consumer choice
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
The brand architecture of grocery retailers: Setting material and symbolic boundaries for consumer choice
چکیده انگلیسی

This article discusses how the brand architecture of grocery retailers set material and symbolic boundaries for consumer choice, thus limiting consumer sovereignty. The article first discusses previous work on store atmospherics, servicescapes and brand architecture. It is argued that work based on these concepts has taken an internal management perspective on how retailers can manipulate aspects of the retail setting to serve their own interests. Then, we develop an alternative conceptualisation of retailer brand architecture that takes into account that consumers (and other constituents) are active co-constructors of material and symbolic aspects of retail settings. It is discussed how consumers participate in constructing retailer brand architecture and how this concept differs from previous research. Implications for both research and practice are discussed.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Retailing and Consumer Services - Volume 16, Issue 5, September 2009, Pages 414–423
نویسندگان
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