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12 Feb 2014
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1 ) Discordant selling brand ideology in the House of Barbie..............................................................................
12 Feb 2014
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Discordant price tag brand ideology in the House of Barbie
Publisher: McGrath, Mary Ann; Sherry, John Farrenheit, Jr; Diamonds, Nina ProQuest document hyperlink
Abstract: Purpose - The aim of this newspaper is to expand the scant literature related to retail personalisation ideology plus the application of mythotypes to range topping stores inside the Chinese placing. The study explores the transplantation of a selling brand ideology in the form of intricate home-country ethnical content to a host culture in whose local full narratives differ significantly coming from those of the brand enterprise. Design/methodology/approach - This is certainly an ethnographic study that spans in two years of the focal store's presence. With the help of native-speaking graduate co-workers, store visits, interviews with Chinese people and internet mentions and secondary data were accumulated. Data incorporate fieldnotes, interview transcripts, photos, news articles, blog remarks and web page information. Results - The paper particulars the mythotypic mistuning of marketscape and mindscape that contributed to the failure of this flagship retail store and build theory concerning the execution of selling brand ideology and price tag theatrics. The paper concludes that effective themed flagship brand retailers encapsulate ideology in tales composed of mythotypes and stimulates the enactment of that ideology through multiple, interrelated company experiences. Misalignments of these mythotypes can impede the acknowledgement of full brand ideology and the durchmischung of the selling theatre idea. Originality/value -- While international and household flagship manufacturer stores have flourished in China, social propriety of such stores features a host of physical style cues that must mesh with the local culture's sensibilities and the brand's plant source. To translate the selling brand ideology into customer-centric meaning is challenging. The presence or absence of mythotypes comprising the servicescape greatly affect their particular success.
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Full text message: Addressing the Mega Discrepancy: Interpretive Exploration of Asia Modified by Giana M. Eckhardt and Nikhilesh Dholakia
Stores that tell stories ( Kozinets et approach., 2002) signify an increasingly powerful response to diverse and fragmented retail markets. Recent research ( Borghini et 's., 2009) has demonstrated that good themed range topping brand retailers encapsulate ideology in testimonies (composed of mythotypes) and encourage the enactment of these ideology in multiple, interrelated brand activities. These " ideology-demonstrating-and-informing" experiences reinforce the " ethnical importance" of the trademark. Extant analysis speculates, nevertheless does not illustrate, the " theoretically and pragmatically important" influence which the role of " particular cultures, nationalities, subcultures, areas, class and gender positions" exerts on these ideological dynamics ( Borghini ainsi que al., 2009). This daily news expands the scant theory relating to flagship efficacy past US region. In this paper, we check out through ethnography and netnography the tried transplantation of an iconic American brand into a Chinese cultural context that the designed flagship company store ideology and enclosed brand-building strategy proved to be poorly suited. We...
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