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Supermarkets as libraries of postmodern mythology

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  • Kniazeva, Maria
  • Belk, Russell W.

Abstract

Using qualitative research methods this article explores the relationship between the point-of-purchase brand rhetoric and the consumers' reading of the poetry of packaging. The findings emphasize the myth-making function of commercial storytelling, identify the consumer as co-creator of marketplace myths, and theorize the process of myth-making as a projectable field that remains open to interpretations by consumers. Instead of producing a single mono-myth, the research demonstrates, package narratives produce multiple micro-myths. These postmodern fragmented micro-myths more fully connect consumers with brands.

Suggested Citation

  • Kniazeva, Maria & Belk, Russell W., 2010. "Supermarkets as libraries of postmodern mythology," Journal of Business Research, Elsevier, vol. 63(7), pages 748-753, July.
  • Handle: RePEc:eee:jbrese:v:63:y:2010:i:7:p:748-753
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    References listed on IDEAS

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    Cited by:

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    3. Anne Rindell & Fernando Pinto Santos, 2021. "What makes a corporate heritage brand authentic for consumers? A semiotic approach," Journal of Brand Management, Palgrave Macmillan, vol. 28(5), pages 545-558, September.
    4. Celhay, Franck & Cheng, Peiyao & Masson, Josselin & Li, Wenhua, 2020. "Package graphic design and communication across cultures: An investigation of Chinese consumers' interpretation of imported wine labels," International Journal of Research in Marketing, Elsevier, vol. 37(1), pages 108-128.

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