Brands, and the process of branding, are of considerable importance in both marketing academia and practice. Although most research has focussed on the positive attitudes and behaviours that consumers have toward brands, there is a growing interest in anti-consumption. This thesis contributes to...

This thesis provides a rich and thick (Geertz, 1973) understanding of customer value,and the process of customer value creation and delivery. It achieves this through athree-stage multi-method action research based study including survey work, multiplecases, and a single site industrial SME...