Consuming Retail Space: Finding Meaning Within the Retail Environment - a Research Agenda
Place defines who we are and helps to answer the “Who am I” question and, yet, we as humans also have a role in defining place (Stefanovic 1998, p33). In marketing and retail research there has been a tendency to focus on the physical characteristics of a place to explain retail patronage, store image and retail identity. However, if one looks at related areas in geography, psychology and sociology, the identity of place is not directly related to its physical characteristics. Instead, it is related to the social constructions of place (Lalli 1992). Our proposed study adopts a multidisciplinary approach in order to understand how people consume retail spaces, assign meanings to place and incorporate place into their identities.
Micael-Lee Johnstone and Sarah Todd (2005) ,"Consuming Retail Space: Finding Meaning Within the Retail Environment - a Research Agenda", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research.
Micael-Lee Johnstone, The University of Otago, Dunedin, New Zealand
Sarah Todd, The University of Otago, Dunedin, New Zealand
E - European Advances in Consumer Research Volume 7 | 2005
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