Exploring the Everyday Branded Retail Experience- the Consumer Quest For ‘Homeyness’ in Branded Grocery Stores

Sofia Ulver-Sneistrup, Lund University, Sweden
Ulf Johansson, Lund University, Sweden
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’ that explicates the power of the more spectacular.
[ to cite ]:
Sofia Ulver-Sneistrup and Ulf Johansson (2011) ,"Exploring the Everyday Branded Retail Experience- the Consumer Quest For ‘Homeyness’ in Branded Grocery Stores", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.