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

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.



Citation:

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.

Authors

Sofia Ulver-Sneistrup, Lund University, Sweden
Ulf Johansson, Lund University, Sweden



Volume

NA - Advances in Consumer Research Volume 38 | 2011



Share Proceeding

Featured papers

See More

Featured

Why is 1 out of 20 Riskier than 5%? Effect of Representing Unlikely Events as Frequency versus Percentage on Risk Perceptions

Nevena T Koukova, Lehigh University
Joydeep Srivastava, Temple University, USA

Read More

Featured

Consumers' response to branded longevity

Anthony Moussa, Paris School of Business
Virginie de Barnier, IAE AIX MARSEILLE UNIVERSITY

Read More

Featured

Assemblages of Denim: Transforming from Mundane to Remarkable Consumption Object

Eminegül Karababa, Middle East Technical University
Mahmut Sami Islek, Eskisehir Osmangazi University
Ufuk Ay, KTO Karatay University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.