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

Author

Hajdas Monika, Radomska Joanna, Szpulak Aleksandra, and Silva Susana C.

Subjects
brand associations, brand narrative, cultural branding, cultural codes, retirement, m31, m37, Business, HF5001-6182
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.

Published
2022
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