Orchestrating rituals through retailers: An examination of gift registry

Material TypeArticleLanguageEnglish
TitleOrchestrating rituals through retailers: An examination of gift registry Author(S)Tonya Williams Bradford (Author)
Abstract  We explore the phenomenon of gift registry as a specific ritual within a larger set of wedding rituals to understand interactions between consumers and retailers. We find that roles for retailers in family based rituals are expanding, given how consumers employ brands to negotiate meaning, experiences of identity, and the dispersion of social systems ...Paginationp 158-175
SubjectCommerceDescriptorsRetail trade
Journal TitleJournal of Retailing  
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