Desire is the motivating force behind much of contemporary consumption. Yet, consumer research has devoted little specific attention to passionate and fanciful consumer desire. This paper is grounded in consumers' everyday experiences of longing for and fantasizing about particular goods. Based...

Asserts that the marketing discipline has been quite instrumental in securing and maintaining both practical and theoretical attention to the issues of identity and image in contemporary organisations. Discusses and critiques much of the discourse of corporate identity and image management. This...

Purpose – This paper seeks to present a cultural approach to co‐branding. The purpose here is to discuss issues concerning the phenomena of brand and branding with particular focus on the mythological narratives that are at stake in a brand. Design/methodology/approach – This paper...

Purpose – This paper seeks to provide a discourse‐based critique of the laddering interviewing technique, and to make academics as well as practitioners aware of some of the limitations in applying this particular consumer interviewing technique. Design/methodology/approach – The paper...