Retailscapes As Structures of Common Difference: How Materiality Shapes Global Markets and Local Communities

In global markets, curation of material artifacts in retailscapes are guided by structures of common difference (SCD). Our study reveals that SCD stabilize the connection between global markets and local communities because they provide a common global form (retailscape) through which local content (meanings, symbols and practices) can vary.


Hope Schau, Rodrigo Costa Segabinazzi, and Melissa Archpru Akaka (2019) ,"Retailscapes As Structures of Common Difference: How Materiality Shapes Global Markets and Local Communities", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 99-104.


Hope Schau, University of Arizona, USA
Rodrigo Costa Segabinazzi, Escola Superior de Propaganda e Marketing, Brazil
Melissa Archpru Akaka, University of Denver, USA


NA - Advances in Consumer Research Volume 47 | 2019

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