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

Author

Listed:
  • Hajdas Monika
  • Szpulak Aleksandra

    (Wroclaw University of Economics and Business, Wroclaw, Poland)

  • Radomska Joanna

    (Wroclaw University of Economics and Business, Wroclaw, Poland .)

  • Silva Susana C.

    (Católica Porto Business School, Universidade Católica Portuguesa, Porto, Portugal)

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.

Suggested Citation

  • Hajdas Monika & Szpulak Aleksandra & Radomska Joanna & Silva Susana C., 2022. "Don’t tell me stories – the narratives of retirement and their relation with brand associations," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 58(1), pages 17-32, March.
    • Handle: RePEc:vrs:ijomae:v:58:y:2022:i:1:p:17-32:n:4
    DOI: 10.2478/ijme-2022-0005
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    References listed on IDEAS

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    More about this item

    Keywords

    brand associations; brand narrative; cultural branding; cultural codes; retirement;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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