Liminality and rites of passage in Guerlain’s perfumeries

Maggie Scordel ()
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Maggie Scordel: CREGO - Centre de Recherche en Gestion des Organisations (EA 7317) - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UB - Université de Bourgogne - UBFC - Université Bourgogne Franche-Comté [COMUE] - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE]

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Abstract: This research studies the process of creating the shopping experience in Guerlain's luxury perfumeries in Paris. Our analysis focuses on the intermediate spaces accompanying the crossing of commercial boundaries, and on their appropriation by visitors, resulting in rites of passage. We analyze the shopping experience in Guerlain's luxury perfumeries in Paris which presents many designs of stores, located in various environments. Our results show that in this context the creation of the shopping experience is a coproduction resulting from the interaction between the types of intermediate spaces delimiting the store, the ritualization of experience and the appropriation process of consumers.

Keywords: Shopping experience; Appropriation; Rituals (search for similar items in EconPapers)
Date: 2018-06-19
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Published in 2018 EURAM Conference, Jun 2018, Reykjavik, Iceland

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04060230

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