Purpose Storytelling is claimed to be an effective way of communicating corporate strategy within organisations. However, previous studies have tended to focus holistically on storytelling in organisations rather than investigating how different groups may use and be influenced by stories. The...

Purpose – A recent area of academic interest within corporate branding and reputation is the use of storytelling in order to differentiate the corporate brand, however there is little empirical research exploring the contents of corporate stories, and how they are used by organisations to...

Purpose This paper aims to introduce key concepts from practice theory (PT) to the social change agenda and draw on the unique contributions of the social marketing field. PT has underpinned a growing stream of research in pro-environmental studies seeking to reduce impacts of particular...

Purpose – The purpose of this paper is to consider whether the affective components of brand association influence the key stakeholders of business‐to‐business (B2B) brands. The aim is to demonstrate the importance of branding to organisations involved only in B2B markets by testing three...

Purpose – Academic literature generally regards the brand name element as central to consumer brand equity. Unfortunately scant research has been carried out to justify such a position for established products and services. The purpose of this study is to address this research gap....

Purpose – There is debate and controversy about the use of branding in sport. Often, fans show loyalty to their club that many brands could only dream of, and a key argument of previous research is that supporters do not like to think of their club in commercial terms, as a brand. However, the...

Purpose – The aim of this paper is to offer a discursive perspective on luxury brand consumption. Design/methodology/approach – Discourse analysis is used to examine how consumers construct their luxury brand consumption amidst countervailing cultural discourses in the market (Thompson and...