Purpose – The purpose of this paper is to explore the potential function of narratives of personal experience in engaging with unknowable reality. Design/methodology/approach – The paper draws on research on managers working with the unknown using narrative methods together with ancient and...

Purpose – The purpose of this paper is to understand the persistent ambiguity of socialization practices in US and Swedish organizations, which promote a mature work identity while infantilizing their employees. Design/methodology/approach – Application of the insights from modernist...

Purpose – The purpose of this paper is to build a conceptual framework that enables an improved comprehension of how brand meaning is constructed. Design/methodology/approach – Conceptual implications are drawn from an analysis and discussion of the literature in the fields of brand...

Purpose – The purpose of this paper is to further understanding of the roles that time and context play in consumers’ evolving brand image construction processes over time. Design/methodology/approach – This exploratory, qualitative research is based on the analysis and interpretation of...

Purpose – The purpose of this paper is to build a comprehensive conceptual framework of internal branding, to demarcate this field from employer branding and to develop an updated definition of internal branding that incorporates the findings of the literature review and emerging views in...

Purpose – This study is an attempt to approach design management from a cultural perspective. Specifically, the paper assumes that design orientation reflects an underlying organisational culture that distinguishes design‐oriented companies from the rest and reinforces their capability to...

Purpose – The role of corporate culture in relationship marketing is significantly under‐researched, although there is evident consensus in the literature about the importance of this topic. The purpose of this paper is to present a model for the corporate culture of a...

Purpose – This article aims to explore the potential of Dewey's theory of aesthetic expression to expand knowledge about aesthetics in branding and better understand how brands work. The paper aims to mine the pragmatic theory of aesthetic expression as involving artistry, intention and...

Purpose – The purpose of this paper is to explore the different segments of consumers in the Islamic financial services industry (IFSI) and their relationship with product/brand positioning for Islamic financial services (IFS). Design/methodology/approach – In‐depth interviews were...

Purpose – This study aims to examine the effects of three self‐congruity constructs: the brand's personality congruity (BPC), the brand's user imagery congruity and the brand's usage imagery congruity, in consumers' attitude and brand loyalty toward two luxury fashion brands....