Exploring the Everyday Branded Retail Experience-The Consumer Quest for ‘Homeyness’ in Branded Grocery Stores
This paper extends theories of retail branding and consumer experience of retail stores by bringing consumer culture theory into the field of retailing. Using ethnographic data collection methods (photo-diaries, participant observations, long interviews, artifact collections) we studied the grocery shopping habits and life at home among Swedish middle-class working women with children. The analysi