Purpose - The paper seeks to explore empirically the lived experience of trust in consumer brands and to develop a model focusing on functional and symbolic brands. Design/methodology/approach - The paper presents an exploratory, grounded theory approach and the study conducted in-depth...

Purpose - An oral history to examine the evolution of the empowered consumer and brand consciousness from 1918 to 1965 as a critical analysis of mass consumer culture in Britain. Design/methodology/approach - The authors trace the changing experience of consumer empowerment and importantly show...