Department of Management

Lars Esbjerg

The brand architecture of grocery retailers: Setting material and symbolic boundaries for consumer choice

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal articleResearchpeer-review

  • Department of Marketing and Statistics
  • MAPP - Centre for Research on Customer Relations in the Food Sector
This article discusses how the brand architecture of grocery retailers set material and symbolic boundaries for consumer choice, thus limiting consumer sovereignty. The article first discusses previous work on store atmospherics, servicescapes and brand architecture. It is argued that work based on these concepts has taken an internal management perspective on how retailers can manipulate aspects of the retail setting to serve their own interests. Then, we develop an alternative conceptualisation of retailer brand architecture that takes into account that consumers (and other constituents) are active co- constructors of material and symbolic aspects of retail settings. It is discussed how consumers participate in constructing retailer brand architecture and how this concept differs from previous research. Implications for both research and practice are discussed.
Original languageEnglish
JournalJournal of Retailing and Consumer Services
Pages (from-to)414-423
Number of pages10
Publication statusPublished - 2009

    Research areas

  • MAPP, Branding, Co-construction, Grocery retailing, Retailer brand architecture

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