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Socio-cultural Retailing: What can retail marketing learn from this interdisciplinary field?

Journal article
Authors Christian Fuentes
Johan Hagberg
Published in International Journal of Quality and Service Sciences
Volume 5
Issue 3
Pages 290-308
ISSN 1756-669X
Publication year 2013
Published at Centre for Retailing
Department of Business Administration, Marketing Group
Pages 290-308
Language en
Keywords retailing, retail marketing, review, socio-cultural, marketing, cultural geography, sociology, anthropology
Subject categories Economics and Business, Other Social Sciences


Purpose: The purpose of this paper is to contribute to the on-going cultural turn in retail marketing by offering an overview of the interdisciplinary field of socio-cultural retailing and discussing how this body of work can contribute conceptually, methodologically and substantively to the field of retail marketing. Design/methodology/approach: This paper is based on a literature review of socio-cultural retail studies in marketing, cultural geography, sociology, and anthropology. The literature is analysed in relation to the substantive, conceptual and methodological domains of retail marketing. Findings: Drawing on the literature review, the authors argue that socio-cultural retail studies can contribute to the field of retail marketing substantively, conceptually and methodologically, thus broadening its current scope and domains. Originality/value: This paper provides an overview of an interdisciplinary field and identifies how it can contribute to the field of retail marketing. It is valuable for retailing researchers interested in socio-cultural approaches to the study of contemporary retailing.

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