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The brand architecture of grocery retailers: Setting material and symbolic boundaries for consumer choice

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  • Esbjerg, Lars
  • Bech-Larsen, Tino

Abstract

This article discusses how the brand architecture of grocery retailers set material and symbolic boundaries for consumer choice, thus limiting consumer sovereignty. The article first discusses previous work on store atmospherics, servicescapes and brand architecture. It is argued that work based on these concepts has taken an internal management perspective on how retailers can manipulate aspects of the retail setting to serve their own interests. Then, we develop an alternative conceptualisation of retailer brand architecture that takes into account that consumers (and other constituents) are active co-constructors of material and symbolic aspects of retail settings. It is discussed how consumers participate in constructing retailer brand architecture and how this concept differs from previous research. Implications for both research and practice are discussed.

Suggested Citation

  • Esbjerg, Lars & Bech-Larsen, Tino, 2009. "The brand architecture of grocery retailers: Setting material and symbolic boundaries for consumer choice," Journal of Retailing and Consumer Services, Elsevier, vol. 16(5), pages 414-423.
    • Handle: RePEc:eee:joreco:v:16:y:2009:i:5:p:414-423
    DOI: 10.1016/j.jretconser.2009.06.002
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    References listed on IDEAS

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    1. Venkatesh Shankar & Ruth N. Bolton, 2004. "An Empirical Analysis of Determinants of Retailer Pricing Strategy," Marketing Science, INFORMS, vol. 23(1), pages 28-49, May.
    2. Walters, Rockney G. & Jamil, Maqbul, 2003. "Exploring the relationships between shopping trip type, purchases of products on promotion, and shopping basket profit," Journal of Business Research, Elsevier, vol. 56(1), pages 17-29, January.
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    4. Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.
    5. Hui, Michael K & Bateson, John E G, 1991. "Perceived Control and the Effects of Crowding and Consumer Choice on the Service Experience," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 174-184, September.
    6. Aubert-Gamet, Veronique & Cova, Bernard, 1999. "Servicescapes: From Modern Non-Places to Postmodern Common Places," Journal of Business Research, Elsevier, vol. 44(1), pages 37-45, January.
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    Cited by:

    1. Beatrice d'Ippolito, 2014. "The importance of design for firms' competitiveness: a review of the literature," Working Papers hal-00936947, HAL.
    2. Beatrice d'Ippolito, 2014. "The importance of design for firms' competitiveness: a review of the literature," Working paper serie RMT - Grenoble Ecole de Management hal-00936947, HAL.
    3. Massa, Silvia & Testa, Stefania, 2011. "Beyond the conventional-specialty dichotomy in food retailing business models: An Italian case study," Journal of Retailing and Consumer Services, Elsevier, vol. 18(5), pages 476-482.
    4. Per Åsberg & Henrik Uggla, 2019. "Introducing multi-dimensional brand architecture: taking structure, market orientation and stakeholder alignment into account," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 483-496, September.
    5. Elze Rudiene & Irena Macerinskiene & Jogaila Macerinskas, 2016. "Evaluation of the Impact upon Consumer Attitudes of the Format and the Assortment in Retail Internationalisation Process," Montenegrin Journal of Economics, Economic Laboratory for Transition Research (ELIT), vol. 12(4), pages 7-18.
    6. Fornari, Edoardo & Fornari, Daniele & Grandi, Sebastiano & Menegatti, Mario, 2013. "The influence of retailing-mix levers on private label market share: The case of the Italian FMCG market," Journal of Retailing and Consumer Services, Elsevier, vol. 20(6), pages 617-624.
    7. Gunnarsson, Jonas, 2015. "Retailer Price Image - An Introduction and Literature Review," SSE Working Paper Series in Business Administration 2015:2, Stockholm School of Economics.
    8. Huang, Wen-Hsien & Hsieh, Shao-Yu, 2023. "The impact of animal metaphors on consumer response to courtesy advertising," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    9. Esbjerg, Lars & Jensen, Birger Boutrup & Bech-Larsen, Tino & de Barcellos, Marcia Dutra & Boztug, Yasemin & Grunert, Klaus G., 2012. "An integrative conceptual framework for analyzing customer satisfaction with shopping trip experiences in grocery retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 19(4), pages 445-456.
    10. Zhang, Xu & Goddard, Ellen W., 2010. "Analysis of Value-Added Meat Product Choice Behaviour by Canadian Households," Project Report Series 99703, University of Alberta, Department of Resource Economics and Environmental Sociology.

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