The name of the American economist and social analyst Thorstein Veblen has been inextricably linked with the term “conspicuous consumption” referring to the competitive consumption practices and leisure activities that aim to indicate one’s membership in a superior social class. However,...

Purpose: Employing the Star Wars brand as a case study, this paper seeks to critically discuss the importance of comparative mythology for inter-generational branding and consumption practices within arts related markets. Design/methodology/approach: Secondary data have been gathered focusing...

Purpose: The purpose of this paper is to show and critically discuss the motivations, conflicting narratives, practices and effects around the marketisation of cultural heritage. The work focusses on the exemplar case study of the ancient temple of the Athenian Parthenon, as a proto-brand, to...