Consumer Mourning and Coping With the Loss of Strategic Rituals: the Case of Marshall Field & Co

By exploring consumers' reactions to the rebranding of Marshall Field & Co. as Macy's, this paper explores consumer mourning and coping with the loss of a cherished retail store, one responsible for creating or co-creating strategic rituals (those designed to enhance customer relations...

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Bibliographic Details
Main Authors: Otnes, Cele, Yang, Jenny, Ilhan, Behice Ece, Tami, Nicole
Format: Conference Proceeding
Language:English
Subjects:
Consumer attitudes
Consumers
Coping
Market strategy
Retail stores
Online Access:Get full text
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Summary:By exploring consumers' reactions to the rebranding of Marshall Field & Co. as Macy's, this paper explores consumer mourning and coping with the loss of a cherished retail store, one responsible for creating or co-creating strategic rituals (those designed to enhance customer relationships and profit) throughout consumers' lives. By conducting depth interviews with fifteen consumers, we explore three research questions: 1) What cherished rituals did Field's create or co-create with consumers? 2) What benefits of these rituals do consumers miss the most? 3) How do consumers cope with the loss of these strategic rituals?
ISSN:0098-9258