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Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: Towards modeling the retailer as a brand: A social construction of the grocery store from the customer standpoint
Author(s): El-Amir, Ayman
Burt, Steven
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Keywords: retailing
social construction
conceptual modeling
Retail trade
Sociology research
Issue Date: Apr-2010
Date Deposited: 2-Dec-2010
Citation: El-Amir A & Burt S (2010) Towards modeling the retailer as a brand: A social construction of the grocery store from the customer standpoint. Journal of Brand Management, 17 (6), pp. 429-445.
Abstract: As a highly customer-sensitive business, retailing is one of the most socially active industries. Nevertheless, when addressing retailers as brands, the retailing literature has failed to account for their unique social orientation, exposing a gap in the literature. This paper utilizes the sociological view of brands to socially construct a conceptual retail brand model from the customer standpoint. An ethnographic study of grocery retailing revealed that the store has, metaphorically, a tree-shaped culture, which can organically model the interplay between building the retailer brand as a culture and the phases constituting the social-self concept.
DOI Link: 10.1057/bm.2009.36
Rights: Published in the Journal of Brand Management. Copyright: © 2010 Palgrave Macmillan.; This is a post-peer-review, pre-copyedit version of an article published in the Journal of Brand Management. The definitive publisher-authenticated version Journal of Brand Management, Volume 17, Issue 6, April/May 2010, pp. 429 - 445 is available online at:

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