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Retailing Retold: Unfolding the Process of Image Construction in Everyday Practice

Cassinger, Cecilia LU (2010) In Lund Institute of Economic Research School of Economics and Management 115.
Abstract
Retailing Retold offers an alternative approach to the analysis of how international retail images are translated across national boundaries. The approach extends the view on image in previous research as an instrument for monitoring the effects of marketing strategies on consumers’ perceptions of the retailer. Instead, it suggests that the usefulness of image resides in its ability to capture the relationship between international retailing and the lived culture.



Informed by communication and cultural studies, the book argues that the formation of retail image needs to be understood as a construction process whereby consumers give retailing meaning in everyday practice. To this end, image construction is posited as a... (More)
Retailing Retold offers an alternative approach to the analysis of how international retail images are translated across national boundaries. The approach extends the view on image in previous research as an instrument for monitoring the effects of marketing strategies on consumers’ perceptions of the retailer. Instead, it suggests that the usefulness of image resides in its ability to capture the relationship between international retailing and the lived culture.



Informed by communication and cultural studies, the book argues that the formation of retail image needs to be understood as a construction process whereby consumers give retailing meaning in everyday practice. To this end, image construction is posited as a spatial storytelling in which consumers make sense of their experiences of retailing. In the tension between the strategically planned retail place and the lived spaces of those who use it, image is produced. In the book the image construction process is empirically explored through consumers’ storytelling of a major international furnishing retailer situated in Sweden and China. The exploration demonstrates how image is built via the manner by which the retailer is retold. By being retold, the retailer is silently provided with a unique and embodied existence in an everyday culture. The findings reveal a set of spatial tensions involved in the construction of an international retail image, which give fresh insights into how images of planned environments evolve with time and place. (Less)
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author
supervisor
opponent
  • Professor Dawson, John, University of Edinburgh
organization
publishing date
type
Thesis
publication status
published
subject
keywords
Space, Retail Image, Storytelling, Internationalisation, Consumption
in
Lund Institute of Economic Research School of Economics and Management
volume
115
pages
250 pages
publisher
Lund Business Press
defense location
Crafoordsalen, Ekonomihögskolan, Lunds universitet
defense date
2010-03-12 10:00
ISBN
13 978-91-85113-38-5
10 91-85113-38-7;
project
Transferring International Retail Image
language
English
LU publication?
yes
id
c7d77f0a-a66c-4d53-a512-c5a801b6bff4 (old id 1545962)
date added to LUP
2010-02-19 11:40:49
date last changed
2016-09-19 08:45:08
@phdthesis{c7d77f0a-a66c-4d53-a512-c5a801b6bff4,
  abstract     = {Retailing Retold offers an alternative approach to the analysis of how international retail images are translated across national boundaries. The approach extends the view on image in previous research as an instrument for monitoring the effects of marketing strategies on consumers’ perceptions of the retailer. Instead, it suggests that the usefulness of image resides in its ability to capture the relationship between international retailing and the lived culture. <br/><br>
<br/><br>
Informed by communication and cultural studies, the book argues that the formation of retail image needs to be understood as a construction process whereby consumers give retailing meaning in everyday practice. To this end, image construction is posited as a spatial storytelling in which consumers make sense of their experiences of retailing. In the tension between the strategically planned retail place and the lived spaces of those who use it, image is produced. In the book the image construction process is empirically explored through consumers’ storytelling of a major international furnishing retailer situated in Sweden and China. The exploration demonstrates how image is built via the manner by which the retailer is retold. By being retold, the retailer is silently provided with a unique and embodied existence in an everyday culture. The findings reveal a set of spatial tensions involved in the construction of an international retail image, which give fresh insights into how images of planned environments evolve with time and place.},
  author       = {Cassinger, Cecilia},
  isbn         = {13 978-91-85113-38-5},
  keyword      = {Space,Retail Image,Storytelling,Internationalisation,Consumption},
  language     = {eng},
  pages        = {250},
  publisher    = {Lund Business Press},
  school       = {Lund University},
  series       = {Lund Institute of Economic Research School of Economics and Management},
  title        = {Retailing Retold: Unfolding the Process of Image Construction in Everyday Practice},
  volume       = {115},
  year         = {2010},
}