Retailing industry has undergone tremendous change in its complexity and sophistication over the past few years. Globally we are witnessing the evolution of retailing industry from traditionally micromanaged small retail formats like mom and pop store to modern corporate-managed large retail formats like supermarkets. Consumers are also shopping across these various store formats even for the p...

1 Our sincere thanks to the University of Denver, the University of Richmond, and University College, Dublin for their financial support and encouragement during the preliminary and later stages of this research. Special thanks also to the book retailers who shared so generously of their time. Abstract During the tremendous evolution of Internet technologies, and the emergence of firms such as ...

Culture Categories Tree Metaphor Concepts in grocery retailing Customer Social Self Concept Modes of Ethnographic Research in Branding Tree as a Critical Model of Branding as a Cultural process