Retail Spectacles and Brand Meaning: Insights from a Brand Museum Case Study
Candice R. Hollenbeck,
Cara Peters and
George M. Zinkhan
Journal of Retailing, 2008, vol. 84, issue 3, 334-353
This article explores the expansion of brand meaning within a spectacular, retail environment. Spectacular retailing environments include themed retailing, brandscapes, flagship brand stores, themed entertainment brand stores, themed flagship brand stores, and brand museums. This research uses an extended case-study method to investigate the World of Coca-Cola brand museum located in Atlanta, Georgia. A brand museum is a type of themed flagship brand store, but there are some unique aspects. One key feature of brand museums is the resemblance to traditional museums, but, in the former, the brand is positioned within historical and educational contexts. Within the brand museum context, this study explains how brand meaning can be expanded along seven dimensions: humanization, socialization, localization, globalization, contextualization, theatricization, and characterization. Retailing implications are discussed.
Keywords: Brand museum; Brand meaning; Coca-Cola; Retail spectacles (search for similar items in EconPapers)
References: View references in EconPapers View complete reference list from CitEc
Citations View citations in EconPapers (25) Track citations by RSS feed
Downloads: (external link)
Full text for ScienceDirect subscribers only
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:84:y:2008:i:3:p:334-353
Access Statistics for this article
Journal of Retailing is currently edited by A. Roggeveen
More articles in Journal of Retailing from Elsevier
Bibliographic data for series maintained by Dana Niculescu ().