Understanding retail experiences - the case for ethnography

Michael J. Healy, Michael B. Beverland, Harmen Oppewal and Sean Sands

Retailers develop branded experiences in order to enhance consumers' perceptions of the brand and bring the brand to life.
  

Understanding retail experiences – the case for ethnography

Michael J. HealyUniversity of Melbourne

Michael B. BeverlandRMIT University

Harmen Oppewal and Sean SandsMonash University

INTRODUCTION

In order to enhance consumers' emotional connections...

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