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.
Citation:
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.
Authors
Hope Schau, University of Arizona, USA
Rodrigo Costa Segabinazzi, Escola Superior de Propaganda e Marketing, Brazil
Melissa Archpru Akaka, University of Denver, USA
Volume
NA - Advances in Consumer Research Volume 47 | 2019
Share Proceeding
Featured papers
See MoreFeatured
If No One Saw It on Instagram, Was It Any Good? Examining Received Attention as a Social Benefit of Experiential Consumption
Matthew J Hall, University of Nebraska-Lincoln
Jamie D. Hyodo, University of Nebraska-Lincoln
Featured
Brand movement
Andrea Lucarelli, Lund University
Gregorio Fuschillo, Kedge Business School
Jon Bertilsson, Lund University
Featured
O13. Pain of Loss: How Losing in a Promotional Competition Influences Consumer Attitude
Arash Talebi, ESSEC Business School
Sonja Prokopec, ESSEC Business School
Ayse Onculer, ESSEC Business School