Purpose: Consumer experiences of healthcare services are challenging for researchers to study because of the complex, intangible and temporal nature of service provision. The purpose of this paper is to introduce a novel longitudinal three-phase research protocol, which combines iterative...

The broad objective of this thesis is to extend understanding of how consumers use brands in ways that impact on their social selves and their connections with others, with a focus on the consumption of brand narratives. While brand narratives, in the general form of advertisements, are widely...