Supermarkets as libraries of postmodern mythology

Maria Kniazeva and Russell W. Belk

Journal of Business Research, 2010, vol. 63, issue 7, 748-753

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.

Keywords: Package; narratives; Marketplace; myths; Brand; stories; Food; Qualitative; research (search for similar items in EconPapers)
Date: 2010
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148-2963(09)00169-6
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:63:y:2010:i:7:p:748-753

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().