From servicescape to consumptionscape: a photo-elicitation study of Starbucks in the New China

Venkatraman, Meera; Nelson, Teresa

doi:10.1057/palgrave.jibs.8400353

Cited by 105 publications

(95 citation statements)

References 23 publications

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“…Despite the Forbidden City controversy, Starbucks has on the whole been enthusiastically received in China: since first opening in Beijing in 1999, there are now more than 400 Starbucks coffee shops, and the brand outperforms its US parent (Taipei Times, 2009, cited in Lin, 2012. Starbucks is a potent symbol of the 'new' China, popular among the middle class and young adults and a common feature of upscale shopping malls and gentrified neighbourhoods (Han & Zhang, 2009;Lin, 2012;Venkatraman & Nelson, 2008). However, the meaning of foreign brands -and Starbucks specifically -for middleclass Chinese consumers is by no means transparent.…”

Section: Introductionmentioning

confidence: 99%

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Not a simple coffee shop: local, global and glocal dimensions of the consumption of Starbucks in China

Maguire

Huang²

2013

Social Identities

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This article examines the ways in which Chinese consumers engage with foreign brands, looking specifically at their perceptions and experiences of Starbucks. Rather than assuming an inherent conflict between global and local meanings, or collectivist and individualist values, we examine the accomplished meaning of foreign brands: how Chinese consumers make sense of Starbucks, and what their engagements with the brand can tell us about the interplay between the local, global and glocal in the consumption of Western goods. Based on interviews with urban, middle-class consumers, the article explores four major themes in respondents' narratives about Starbucks. First, we discuss the strategies and cues respondents use to understand and authenticate Starbucks as a foreign brand; second, we focus on the local socio-cultural context for engagements with the brand as a symbol of status; third, we discuss the respondents' associations of Starbucks' global status with quality and trustworthiness; and, finally, we consider how respondents use Starbucks as a glocal bridge, to experience a Western way of life. We suggest that these findings highlight the role of foreign brands -and consumer goods more generally -in the problems of individual and collective identity formation.

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Section: Introductionmentioning

confidence: 99%

“…Thus, Chinese consumers may perceive a foreign brand as the 'glocal' site (imagined or otherwise) of intersection between the local and the global/foreign/Western (e.g. Lin, 2012;Venkatraman & Nelson, 2008).…”

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confidence: 99%

Not a simple coffee shop: local, global and glocal dimensions of the consumption of Starbucks in China

Maguire

Huang²

2013

Social Identities

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“…Today, the Chinese marketplace is posited to become one of the largest consumer markets in the world, and this provides tremendous growth opportunities for international products and brands. Young Chinese consumers were selected because they represent the ''New China consumer '' (Venkatraman and Nelson, 2008). Further, they form a major part of the lucrative ''global consumer segment'' (Anderson and He, 1998;Quelch, 1999;Hung et al, 2007).…”

Section: Introductionmentioning

confidence: 99%

Exploring the influence of product conspicuousness and social compliance on purchasing motives of young Chinese consumers for foreign brands

Ling

Wong

2008

J of Consumer Behaviour

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Purchasing motives central to consumption experience are often overlooked in the international brand literature. This paper focuses on three primary purchasing motives -perceived prestige, perceived quality, and perceived value and explores their relative impact on purchase intentions for foreign brands among young Chinese consumers. Drawing on conspicuous consumption and normative influence theories in the consumer behavior, psychology, and sociology literature, several research hypotheses are developed and empirically tested with a number of foreign brands. The results demonstrate substantial variations in the purchasing motives across conspicuous versus inconspicuous products as well as among individuals with different levels of social compliance tendencies. The insights provided in this study can help international brand managers develop benefit-based market segmentation and positioning strategies targeting young consumers in developing countries.

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“…Thirdly, it seems valuable for future research to elaborate on the issue if photographing in-store experiences can distort participants' actual experiences, since people do not usually takes photographs of themselves or their experiences while going to a store. However, Venkatraman & Nelson (2008) already have indicated that there is no evidence that people, enrolled in photographing their proper experiences, distorted their experiences in a particular way. Fourthly, after have experimented with digital as well as non-digital photography, the researchers are clear proponents of digital photography.…”

Section: Resultsmentioning

confidence: 99%

Photo-elicitation: Using photographs to read retail interiors through consumers' eyes

Petermans

Kent

Cleempoel

2014

Journal of Business Research

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Researchers studying experiences in retail environments have typically restricted their attention towards examining the influence of individual atmospheric variables upon customer behavior. In this respect photographs and video are common environmental simulation techniques. This research approach not only concerns researchers active in consumer culture theory, but also interior architects and retail designers. As holistic inspired practitioners, they maintain that interiors function as 'Gestalt' environments, interacting with their users.Inspired by their viewpoints, in this paper, the authors reflect on the use of the inductive, holistically inspired method of photo-elicitation in research concerning experiences in retail environments. In addition, they report on the application of photo-elicitation in two empiricalprojects. The findings demonstrate the value of photo-elicitation in gaining insight into customer experiences in retail interiors.Keywords: photo-elicitation, retail design, retail interiors, customer experiences 2 STUDYING RETAIL INTERIORSWith the development of marketing research in co-creativity between producer and consumer (Lusch & Vargo, 2006a, 2006b) and studies of consumer experience, it has become important to re-assess the service environment. The rapid growth of consumption in developing economies, but also the continuing development of retail formats and omni-commerce in more mature markets, further supports the store environment as an important focus for new research and an examination of complementary research methodologies.The aim of this research is to develop understanding of retail environments as sites of complex visual sensory experiences and the application of photo-elicitation as a research methodology. The article is organised firstly with a discussion of the literature relating to current research approaches used to obtain knowledge with regards to customer experiences in retail environments. Secondly to explain the visual methodologies and their application in social sciences, and the use of photo-elicitation in particular as a methodology for studying customer experiences in retail environments. Thirdly to analyse the application of photoelicitation in two empirical projects. Finally, the authors discuss the contribution of photoelicitation to research methodology together with managerial implications and future research opportunities. RESEARCH APPROACHES TO GAIN INSIGHT IN CUSTOMER EXPERIENCES IN RETAIL ENVIRONMENTSThe effect of the store environment on its users is reported in the literatures of environmental psychology, marketing, architecture and design (Greenland & McGoldrick, 1994, 2005. In the past few decades, a range of studies have demonstrated that consumer behavior towards stores and store patronage is influenced at least to some degree, by the store environment 3 (e.g., Donovan & Rossiter, 1982;Baker, Levy & Grewal, 1992;Baker, Grewal & Parasuraman, 1994;Lam, 2001;Davies & Ward, 2002;Baker, Parasuraman, Grewal & Voss, 2002). There are various possible ...

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From servicescape to consumptionscape: a photo-elicitation study of Starbucks in the New China

Cited by 105 publications

References 23 publications

Not a simple coffee shop: local, global and glocal dimensions of the consumption of Starbucks in China

Not a simple coffee shop: local, global and glocal dimensions of the consumption of Starbucks in China

Exploring the influence of product conspicuousness and social compliance on purchasing motives of young Chinese consumers for foreign brands

Photo-elicitation: Using photographs to read retail interiors through consumers' eyes

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