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...

Purpose – The purpose of this paper is to elaborate on a novel multi-modal enabling technique for contextualising brand consumption experiences. Design/methodology/approach – A multi-modal interpretive narrative approach is presented as a means of investigating brands as experiential...

Purpose: The consumer acculturation literature argues that reconstituting familiar embodied practices from the culture of origin leads to a comforting sense of home for consumers who move from one cultural context to another. This paper aims to extend this thesis by examining further dimensions...

This research grew out of a response to Gummesson's (1998) view that we need to challenge traditional views of marketing. Views linked to relational marketing, service-dominant logic, and experiential marketing represent some of the main paradigm shifts in marketing which challenge the...