Marketing and brands

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Report Information from ProQuest
12 February 2014 11:33
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12 February 2014

ProQuest

Table of contents
1. Discordant retail brand ideology in the House of Barbie..............................................................................

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Bibliography...................................................................................................................................................... 23

12 February 2014

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Document 1 of 1

Discordant retail brand ideology in the House of Barbie
Author: McGrath, Mary Ann; Sherry, John F, Jr; Diamond, Nina
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Abstract: Purpose - The aim of this paper is to expand the scant literature related to retail branding ideology and the application of mythotypes to flagship stores within the Chinese setting. The study explores the transplantation of a retail brand ideology in the form of complex home-country cultural content to a host culture whose local retail narratives differ significantly from those of the brand enterprise.
Design/methodology/approach - This is an ethnographic study that spans the two years of the focal store's existence. With the help of native-speaking graduate assistants, store visits, interviews with Chinese locals and internet mentions and secondary information were collected. Data include fieldnotes, interview transcripts, photographs, news articles, blog comments and website information. Findings - The paper details the mythotypic mistuning of marketscape and mindscape that contributed to the failure of this flagship store and build theory concerning the implementation of retail brand ideology and retail theatrics. The paper concludes that successful themed flagship brand stores encapsulate ideology in stories composed of mythotypes