Supermarkets as libraries of postmodern mythology
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.
Year of publication: |
2010
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Authors: | Kniazeva, Maria ; Belk, Russell W. |
Published in: |
Journal of Business Research. - Elsevier, ISSN 0148-2963. - Vol. 63.2010, 7, p. 748-753
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Publisher: |
Elsevier |
Keywords: | Package narratives Marketplace myths Brand stories Food Qualitative research |
Saved in:
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