Purpose – The purpose of this article is to argue that consumers experience conflict not only when in identity transitions or social status transitions but also in-between these two, and that the relationship between these two is becoming increasingly important to address. First, this is done...

Purpose This paper aims to develop place branding theory toward the accommodation of a multifaceted understanding of value and value negotiation by Nordic branding actors by way of answering the following question: How is Nordicness appropriated by Nordic branding actors and what value regimes...