Don’t tell me stories – the narratives of retirement and their relation with brand associations

Monika Hajdas; Joanna Radomska; Aleksandra Szpulak; Susana C. Silva

doi:10.2478/ijme-2022-0005

Don’t tell me stories – the narratives of retirement and their relation with brand associations

Monika Hajdas, Joanna Radomska^*, Aleksandra Szpulak, Susana C. Silva

^*Corresponding author for this work

Research output: Contribution to journal › Article › peer-review

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Abstract

Purpose: The concept of cultural branding based on various narratives has been established in the marketing literature, but there is a lack of studies linking this concept with brand-related effects. The aim of this paper is to explore and explain the possible relationships between various brand narratives based on the changing meaning of retirement and brand associations. Design/methodology/approach: An experimental design was used to test the proposed conceptual model and examine the impact of brand narrative on brand associations. Data were collected using an online survey from a random group of 432 respondents and analyzed using MANOVA. Findings: Our research did not confirm that in the case of financial products, brand narratives represented by distinctive retirement cultural codes had an impact on brand associations. Partial relation was found only for brand personality. Originality: This is the first study that explores brand narratives’ based on cultural codes relations with brand associations.

Original language	English
Pages (from-to)	17-32
Number of pages	16
Journal	International Journal of Management and Economics
Volume	58
Issue number	1
DOIs	https://doi.org/10.2478/ijme-2022-0005
Publication status	Published - 2 Jun 2022

Keywords

Brand associations
Brand narrative
Cultural branding
Cultural codes
Retirement

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10.2478/ijme-2022-0005Licence: CC BY-NC-ND

44106960Final published version, 336 KBLicence: CC BY-NC-ND

http://hdl.handle.net/10400.14/37828Licence: CC BY-NC-ND

CEGE: Research Center in Management and Economics
Silva, M. (Full Professor), Sousa, R. (Full Professor), Alves, P. (Assistant Professor), Madsen, A. (Invited Assistant Professor), Lourenço, A. (Associate Professor), Carvalho, A. S. (Associate Professor), Andrade, A. (Assistant Professor), Silva, P. D. (Associate Professor), Vlačić, B. (Invited Assistant Professor), Martins, C. (Invited Assistant Professor), Gomes, C. (Auxiliary Researcher), Gevrek, Z. E. (Invited Assistant Professor), Oliveira, F. G. D. (Associate Professor), Faria, G. (Invited Associate Professor), Marreiros, H. (Scholarship holder), Pinho, J. (Invited Assistant Professor), Machado, J. (Associate Professor), Araújo, J. (Auxiliary Researcher), Pinto, J. (Assistant Professor), Rego, A. (Full Professor), Gaspar, J. M. (Auxiliary Researcher), Corbo, L. (Invited Assistant Professor), Costa, L. (Associate Professor), Fernandes, L. (Assistant Professor), Sottomayor, M. (Assistant Professor), Martins, N. (Full Professor), Hernández-Marrero, P. (Auxiliary Researcher), Gonçalves, R. (Associate Professor), Ribeiro, R. (PI), Coelho, S. L. (Assistant Teacher), Pereira, S. M. (Auxiliary Researcher), Silva, S. (Associate Professor), Rodrigues, V. (Associate Professor), Sotiros, D. G. (Auxiliary Researcher), Valverde, C. (Assistant Professor), Leitão, A. (Assistant Professor), Julião, J. (Assistant Professor), Tavares, M. (Assistant Professor), Lages, C. R. (Auxiliary Researcher), Elmashhara, M. G. (Auxiliary Researcher) & Teymourifar, A. (Auxiliary Researcher)
1/01/20 → 31/12/24
Project: Other

Cite this

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title = "Don{\textquoteright}t tell me stories – the narratives of retirement and their relation with brand associations",

abstract = "Purpose: The concept of cultural branding based on various narratives has been established in the marketing literature, but there is a lack of studies linking this concept with brand-related effects. The aim of this paper is to explore and explain the possible relationships between various brand narratives based on the changing meaning of retirement and brand associations. Design/methodology/approach: An experimental design was used to test the proposed conceptual model and examine the impact of brand narrative on brand associations. Data were collected using an online survey from a random group of 432 respondents and analyzed using MANOVA. Findings: Our research did not confirm that in the case of financial products, brand narratives represented by distinctive retirement cultural codes had an impact on brand associations. Partial relation was found only for brand personality. Originality: This is the first study that explores brand narratives{\textquoteright} based on cultural codes relations with brand associations.",

keywords = "Brand associations, Brand narrative, Cultural branding, Cultural codes, Retirement",

author = "Monika Hajdas and Joanna Radomska and Aleksandra Szpulak and Silva, {Susana C.}",

year = "2022",

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doi = "10.2478/ijme-2022-0005",

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T1 - Don’t tell me stories – the narratives of retirement and their relation with brand associations

AU - Hajdas, Monika

AU - Radomska, Joanna

AU - Szpulak, Aleksandra

AU - Silva, Susana C.

PY - 2022/6/2

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AB - Purpose: The concept of cultural branding based on various narratives has been established in the marketing literature, but there is a lack of studies linking this concept with brand-related effects. The aim of this paper is to explore and explain the possible relationships between various brand narratives based on the changing meaning of retirement and brand associations. Design/methodology/approach: An experimental design was used to test the proposed conceptual model and examine the impact of brand narrative on brand associations. Data were collected using an online survey from a random group of 432 respondents and analyzed using MANOVA. Findings: Our research did not confirm that in the case of financial products, brand narratives represented by distinctive retirement cultural codes had an impact on brand associations. Partial relation was found only for brand personality. Originality: This is the first study that explores brand narratives’ based on cultural codes relations with brand associations.

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KW - Brand narrative

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KW - Cultural codes

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DO - 10.2478/ijme-2022-0005

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JO - International Journal of Management and Economics

JF - International Journal of Management and Economics

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Don’t tell me stories – the narratives of retirement and their relation with brand associations

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Keywords

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CEGE: Research Center in Management and Economics

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