Supermarkets as libraries of postmodern mythology |
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Authors: | Maria Kniazeva Russell W Belk |
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Institution: | a School of Business Administration, University of San Diego, 5998 Alcala Park, San Diego, CA 92110-2492, United States b Kraft Foods Canada Chair in Marketing, Schulich School of Business, York University, 4700 Keele Street, Toronto, Ontario, Canada M3J 1P3 |
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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. |
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Keywords: | Package narratives Marketplace myths Brand stories Food Qualitative research |
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