Don’t tell me stories – the narratives of retirement and their relation with brand associations

Hajdas Monika, Szpulak Aleksandra, Radomska Joanna () and Susana Silva ()
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Szpulak Aleksandra: Wroclaw University of Economics and Business, Wroclaw, Poland
Radomska Joanna: Wroclaw University of Economics and Business, Wroclaw, Poland .

International Journal of Management and Economics, 2022, vol. 58, issue 1, 17-32

Abstract: The concept of cultural branding based on various narratives has been established in the marketing literature, but there is a lack of studies linking this concept with brand-related effects. The aim of this paper is to explore and explain the possible relationships between various brand narratives based on the changing meaning of retirement and brand associations.

Keywords: brand associations; brand narrative; cultural branding; cultural codes; retirement (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:ijomae:v:58:y:2022:i:1:p:17-32:n:4

DOI: 10.2478/ijme-2022-0005

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