Postmodern consumers use brands to create an authentic self and to reconnect to place, time, culture and others. Although previous research has identified that consumers draw on a range of cues in order to attribute authenticity to branded objects, no scales exist to measure the construct of...

Desire for status or control may motivate some consumers to own certain types of pets. In the light of recent debates surrounding "designer pets," this article examines the dark side of pet ownership through interpretive interviews with dog owners. The findings compare and contrast two types of...

Purpose – The paper seeks to provide a framework identifying key attributes that business marketers can use to build a strong brand identity. Design/methodology/approach – The article is theoretical with case examples. Findings – Drawing upon the business marketing offer, five potential...

Purpose: This study aims to identify the archetypes, moral foundations and plots associated with veganism through the stories told by vegan bloggers and the effect on mainstreaming of this ideology. Design/methodology/approach: Narrative data was collected from 15 publicly available vegan...