 Orchestrating rituals through retailers: An examination of gift registryTonya Williams Bradford and John F. Sherry Journal of Retailing, 2013, vol. 89, issue 2, 158-175 Abstract: We explore the phenomenon of gift registry as a specific ritual within a larger set of wedding rituals to understand interactions between consumers and retailers. We find that roles for retailers in family based rituals are expanding, given how consumers employ brands to negotiate meaning, experiences of identity, and the dispersion of social systems. These changes allow retailers, as ritual orchestrators, an opportunity to participate more fully in the gift registry ritual by shaping the experience for each type of ritual participant—bride, groom, and gift-giver. Our research contributes an interpretation of how consumers negotiate brand meaning within a temporary gift system, as they perform gift giving rituals situated squarely within the marketplace. We explore the implications these rituals have for the construction of identity, consumer-to-consumer and consumer-to-brand relationships. We provide suggestions for managers and directions for future research. Keywords: Ritual; Gift giving; Brand relationships; Registry; Identity (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:89:y:2013:i:2:p:158-175 DOI: 10.1016/j.jretai.2013.01.005 Access Statistics for this article Journal of Retailing is currently edited by A. Roggeveen More articles in Journal of Retailing from Elsevier |
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