How Should I Know? Codifying Brand Practices in Service Encounters

We investigate how consumers learn, and firms encourage, service protocols involving specialized product knowledge in branded servicescapes. Using ethnographic observation, interviews, focus groups, marketing collateral, and media articles, we focus on Starbucks pre- and post- pandemic as they codified new service protocols through scripts, signs, and props.


Ignacio Luri, Hope Schau, and Melissa Akaka (2021) ,"How Should I Know? Codifying Brand Practices in Service Encounters", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 542-542.


Ignacio Luri, DePaul University
Hope Schau, University of Arizona
Melissa Akaka, University of Denver


NA - Advances in Consumer Research Volume 49 | 2021

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