While multi-sited ethnography has been gaining attention increasingly in consumer studies, the presence of geographically dispersed researchers from different cultural backgrounds poses methodological questions we are not fully equipped to handle. Relying on an extensive literature review and...

This article draws upon the utopian studies literature to integrate two strands of contemporary consumer research, the study of place and space and the analysis of consumer/marketer relations. Based on a longitudinal study of a festival shopping mall, we provide an emergent theory of how the...