Retail Spectacles and Brand Meaning: Insights from a Brand Museum Case Study

This article explores the expansion of brand meaning within a spectacular, retail environment. Spectacular retailing environments include themed retailing, brandscapes, flagship brand stores, themed entertainment brand stores, themed flagship brand stores, and brand museums. This research uses an ex...

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Bibliographic Details
Published in:Journal of retailing 2008-09, Vol.84 (3), p.334-353
Main Authors: Hollenbeck, Candice R., Peters, Cara, Zinkhan, George M.
Format: Article
Language:English
Subjects:
Brand loyalty
Brand meaning
Brand museum
Brands
Case studies
Coca-Cola
Consumers
Consumption
Market positioning
Marketing
Museums
Retail spectacles
Retail stores
Soft drink industry
Studies
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Summary:This article explores the expansion of brand meaning within a spectacular, retail environment. Spectacular retailing environments include themed retailing, brandscapes, flagship brand stores, themed entertainment brand stores, themed flagship brand stores, and brand museums. This research uses an extended case-study method to investigate the World of Coca-Cola brand museum located in Atlanta, Georgia. A brand museum is a type of themed flagship brand store, but there are some unique aspects. One key feature of brand museums is the resemblance to traditional museums, but, in the former, the brand is positioned within historical and educational contexts. Within the brand museum context, this study explains how brand meaning can be expanded along seven dimensions: humanization, socialization, localization, globalization, contextualization, theatricization, and characterization. Retailing implications are discussed.
ISSN:0022-4359
1873-3271
DOI:10.1016/j.jretai.2008.05.003