Don’t tell me stories – the narratives of retirement and their relation with brand associations
Hajdas Monika,
Szpulak Aleksandra,
Radomska Joanna () and
Susana Silva ()
Additional contact information
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
References: View references in EconPapers View complete reference list from CitEc
Citations: Track citations by RSS feed
Downloads: (external link)
https://doi.org/10.2478/ijme-2022-0005 (text/html)
Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
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
Access Statistics for this article
International Journal of Management and Economics is currently edited by Jolanta Mazur
More articles in International Journal of Management and Economics from Warsaw School of Economics, Collegium of World Economy
Bibliographic data for series maintained by Peter Golla ().