Now showing items 1-6 of 6
User-generated content about brands : understanding its creators and consumers
This consumer research study investigates the meanings behind creating and consuming user-generated content (UGC) about brands. It touches on the broader issues of the lives of persons, rather than consumers. We discuss ...
Branding sustainability : opportunity and risk behind a brand-based approach to sustainable markets
In this article we discuss the role of brands in the creation of sustainable markets. We focus on the the increasing importance of ethical branding and how it might help to overcome some institutional shortcomings inherent ...
Millennial cultural consumers : Co-creating value through brand communities
The purpose of this paper is to conceptualise millennial cultural consumers (MCCs) to bring together strands of consumer theory with branding theory to consider how to attract and retain younger audiences in arts organisations. ...
The PPI Mis-Selling Case : SDL and the Relevance of Marketing Theory
(University of South Wales, 2013)