How consumers reconcile discordant food retailer brand images

BERESFORD, Paul and HIRST, Craig (2020). How consumers reconcile discordant food retailer brand images. Journal of Marketing Management, 1-21.

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This paper is positioned in relation to the evolving market conditions of UK grocery retail and offers insight into the consumer led co-creative processes underlying the switching behaviour to discount food retailers by middle-class consumers. Based on phenomenological interviews with ideographic analysis, this research draws on theories related to cultural branding and brand relationships, to demonstrate how consumers negotiate individuated brand meanings. It reveals how, in spite of normative marketplace discourses, consumers are able to reframe and negotiate personally relevant meanings suitable to their own lifestyles and life projects. In so doing, this study contributes to the literature by offering an account of how brand relationships are appropriated in negotiations with stigmatised brand images to make them relevant and suitable for hitherto incongruent market segments. The findings therefore hold relevance for grocery retail managers and other practitioners engaged with the management of low involvement and mundane brands, who will have a better understanding of the process through which such relationships manifest themselves in food retail switching behaviour.

Item Type: Article
Uncontrolled Keywords: 1503 Business and Management; 1504 Commercial Services; 1505 Marketing
Research Institute, Centre or Group - Does NOT include content added after October 2018: Sport Industry Research Centre
Identification Number:
Page Range: 1-21
SWORD Depositor: Symplectic Elements
Depositing User: Symplectic Elements
Date Deposited: 01 Jul 2020 15:25
Last Modified: 30 Dec 2021 01:18

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