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

• Autorzy: Monika Hajdas , Joanna Radomska , Aleksandra Szpulak , Susana C. Silva
• Języki publikacji: EN

Abstrakty

EN

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 abstract)

Słowa kluczowe

PL

Marka; Emerytury

EN

Brand; Pensions

• Czasopismo: International Journal of Management and Economics
• Rocznik: 2022
• Tom: 58
• Numer: nr 1
• Strony: 17-32

Twórcy

autor

Monika Hajdas

• Wrocław University of Economics, Poland

autor

Joanna Radomska

• Wroclaw University of Economics and Business, Wroclaw, Poland

autor

Aleksandra Szpulak

• Wroclaw University of Economics and Business, Wroclaw, Poland

autor

Susana C. Silva

• Católica Porto Business School, Universidade Católica Portuguesa, Porto, Portugal

Bibliografia

• Aaker, D.A. (1991), Managing brand equity, The Free Press, New York.
• Aaker, D.A. (1996), Measuring Brand Equity across Products and Markets, "California Management Review", Vol. 38, pp. 102-120.
• Aldlaigan, A.H., Buttle, A.F. (2001), Consumer involvement in financial services, I"nternational Journal of Bank Marketing", Vol. 19, No. 6, pp. 232-245.
• Anselmsson, J., Bondesson, N., Johansson, U. (2014). Brand image and customers' willingness to pay a price premium for food brands. "Journal of Product & Brand Management", 23, 90-102.
• Amaldoss, W., He, C. (2010), Product variety, informative advertising, and price competition, "Journal of Marketing Research", Vol. 47, pp. 146-156.
• Apouey, B., (2020), Conditions of Existence and Subjective Perceptions of Retirement: Quantitative Evidence from France, Working Papers, HAL.
• Ardelet, C., Slavich, B., de Kerviler, G. (2015), Self-referencing narratives to predict consumers' preferences in the luxury industry: A longitudinal study, "Journal of Business Research", Vol. 68, No. 9, pp. 2037-2044.
• Arnould, E., Thompson, C. (2005), Consumer culture theory (CCT): twenty years of research, "Journal of Consumer Research", Vol. 31, No. 4, pp. 868-882.
• Bačová V., Halama P. (2020), Retirement lifestyle conceptualization and well-being in recent retirees, "Educational Gerontology", Vol. 46, No. 11, pp. 688-695.
• Boisvert, J., Burton, S. (2011), Towards a better understanding of factors affecting transfer of brand associations, "Journal of Consumer Marketing", Vol. 28, pp. 57-66.
• Brechman, J.M., Purvis, S.C., (2015), Narrative, transportation and advertising, "International Journal of Advertising", Vol. 34, No. 2, pp. 366-381.
• Brown J., Kling J., Mullainathan S., Wrobel M. (2008), Why Don't People Insure Late-Life Consumption? A Framing Explanation of the Under Annuitization Puzzle, "American Economic Review", Vol. 98, No. 2, pp. 304-309.
• Buil, I., Chernatony, L., Martínez, E. (2008), A cross-national validation of the consumer- based brand equity scale, "Journal of Product & Brand Management", Vol. 17, No. 6, pp. 384-392.
• Chan, K., Ng, Y.L., Luk, E.K. (2013), Impact of celebrity endorsement in advertising on brand image among Chinese adolescents, "Young Consumers", Vol. 14 No. 2, pp. 167-179.
• Cole, C., Laurent, G., Drolet, A., Ebert J., Gutchess, A., Lambert-Pandraud, R., Mullet, E., Norton, M., Peters, E. (2008), Decision making and brand choice by older consumers, "Marketing Letters", Vol. 19, No. 3-4, pp. 355-365.
• Coleman, P., O'Hanlon, A. (2017), Aging and Development Social and Emotional Perspectives, Routledge, London.
• Dahlen, M., Lange, F., Smith, T. (2010), Marketing communications: a brand narrative approach, John Wiley & Sons Chichester: UK.
• De. Beckker, K., De Witte, K., Van Campenhout, G. (2019), Identifying financially illiterate groups: An international comparison, "International Journal of Consumer Studies", Vol. 43, pp. 490-501.
• De Chernatony, L., Harris, F., Christodoulides, G. (2004), Developing a brand performance measure for financial services brands, "Service Industries Journal", Vol. 24, No. 2, pp. 15-33.
• Donthu, N., Kumar, S., Pattnaik, D. (2021), The journal of consumer marketing at age 35: a retrospective overview, "Journal of Consumer Marketing", Vol. 38, No. 2, pp. 178-190.
• Eckhardt, G.M., Houston, M.J. (2002), Cultural paradoxes reflected in brand meaning: Mcdonald's in Shanghai China, in: S. Broniarczyk, K. Nakamoto, G. Valdosta, (Eds), NA - Advances in consumer research, Vol. 29, Association for Consumer Research, pp. 393-394, Houston.
• Emari, H, Jafari, A., Mogaddam, M. (2012), The mediatory impact of brand loyalty and brand image on brand equity, "African Journal of Business Management", Vol. 6, No. 17, pp. 5692-5701.
• Estelami, H. (2009), Cognitive drivers of suboptimal financial decisions: Implications for financial literacy campaigns, "Journal of Financial Services Marketing", Vol. 13, pp. 273-283.
• Euromonitor International (2011). Is 60 the new 40? retrieved from https://blog.euromonitor.com/is-60-the-new-40/, retrieved on 15.12.2021
• Foxon, J. (2014), A Late-Starter's Guide to Retirement: How to Quickly Get on Track for Your Retirement When You Start Late, iUniverse, Partridge Singapore.
• Frytak, J.R., Harley, C.R., Finch, M.D. (2003), Socioeconomic status and health over the life course, in: J.T. Mortimer, M.J. Shanahan (Eds), Handbook of the life course, Plenum, New York, pp. 623-643.
• Golob, U., Davies, M.A., Kernstock, J., Powell, S.M. (2020), Trending topics plus future challenges and opportunities in brand management, "Journal of Brand Management", Vol. 27, pp. 123-129.
• Grant, R.G., Clarke, R.J., Kyriazis, E. (2007), A review of factors affecting online consumer search behaviour from an information value perspective, "Journal of Marketing Management", Vol. 23, pp. 519-533.
• Greco, A.J., Swayne, L.E., Johnson, E.B. (1997). Will older models turn off shoppers? "International Journal of Advertising", Vol. 16, No. 1, pp. 27-36.
• Gregoire, Y. (2003). The impact of aging on consumer responses: what do we know? in: P. Keller, D. Rook, G.A. Valdosta, (Eds), NA - Advances in Consumer Research, Vol. 30, Association for Consumer Research, pp. 19-26.
• Hajdas, M. (2019), Cultural codes and brand equity relations - exploratory study and research implications, "Management Sciences", Vol. 24, No. 1, pp. 19-27.
• Hajdas, M., Kłeczek, R. (2021), The real purpose of purpose-driven branding: consumer empowerment and social transfor-mations, "Journal of Brand Management", Vol. 28, No. 4, pp. 359-373.
• Henkens, K., van Solinge, H. (2021), The changing world of work and retirement. In Handbook of Aging and the Social Sciences, Academic Press, pp. 269-285.
• Holt, D. (2017), Consumer culture strategy, Academia: retrieved from www.academia.edu/15574357/Consumer_Culture_Strategy, retrieved on 15.12.2021.
• Holt, D., (2004), How brands become icons, Harvard University Press, Boston.
• Holt, D.B., & Cameron, D. (2010), Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands, Oxford University Press, New York.
• Hopkins, C.D., Roster, C.A., Wood, C.M. (2006), Making the transition to retirement: appraisals, post-transition lifestyle, and changes in consumption patterns, "Journal of Consumer Marketing", Vol. 23, No. 2, pp. 87-99.
• Hornstein, G. A., Wapner, S. (1985), Modes of experiencing and adapting to retirement. "The International Journal of Aging & Human Development", Vol. 21, No. 4, pp. 291-315.
• Huhmann, B., Mcquitty, S. (2009), A Model of Consumer Financial Literacy, "International Journal of Bank Marketing", Vol. 27, pp. 270-293.
• Hyatt, J., Simons, H. (1999), Cultural codes - Who holds the key? The concept and conduct of evaluation in central and Eastern Europe, Evaluation, SAGE Publications, London.
• Ikäheimo, J. (2021), Arctic narratives: brewing a brand with neolocalism, "Journal of Brand Management", Vol. 28, pp. 374-387.
• Karani, K., Fraccastoro, K. (2010), Resistance to brand switching: the elderly consumer. "Journal of Business & Economics Research", Vol. 8, No. 12, pp. 77-84.
• Kloep, Marion, Hendry, Leo. (2006), Pathways into retirement: Entry or exit?, "Journal of Occupational and Organizational Psychology", Vol. 79, pp. 569 - 593.
• Koehler, J., Mercer, M. (2009), Selection Neglect in Mutual Fund Advertisements, "Management Science", Vol. 55, No.7, pp. 1107-1121.
• Laberon, S., Grotz, C., Amieva, H., Pérès, K., Vonthron, A.-M. (2019), Psycho-social transition to retirement and adjustment to retired life: influence on wellbeing and mental health in retired farmers, "Ageing & Society", Vol. 39, pp. 2578-2604.
• Lambert-Pandraud, R., Laurent, G., Lapersonne, E. (2005), Repeat purchasing of new automobiles by older consumers: Empirical evidence and interpretations, "Journal of Marketing", Vol. 69, No. 2, pp. 97-113.
• .Lambert-Pandraud, R., Laurent, R. (2010), Why do older consumers buy older brands? The role of attachment and declining innovativeness, "Journal of Marketing", Vol. 74, pp. 104-121.
• Laroche, M., Nepomuceno, M.V., Richard, M. (2010), How do involvement and product knowledge affect the relationship between intangibility and perceived risk for brands and product categories, "Journal of Consumer Marketing", Vol. 27, pp. 197-210.
• Len TW, Cindy M, Lynn MM (2007), Research issues in building brand equity and global brands in the PC market, "Journal of Marketing Management", Vol. 3, No. 1, pp. 137-155.
• Loretto, W., Lain, D., Vickerstaff, S. (2013), Rethinking retirement: changing realities for older workers and employee relations? "Employee Relations", Vol. 35, pp. 248-256.
• Lassar, W., Mittal, B., Sharma, A. (1995), Measuring Customer-Based Brand Equity. "Journal of Consumer Marketing", Vol. 12, pp. 11-19.
• Machin, J.E., Adkins, N.R., Crosby, E., Farrell, J.R., Mirabito, A.M. (2019), The marketplace, mental well-being, and me: exploring self-efficacy, self-esteem, and self-compassion in consumer coping, "Journal of Business Research", Vol. 100, pp. 410-420.
• Mahtabi, R.O., Eslamieh, R. (2015), Dominant, residual, and emergent: opposing forces hovering over John Dos Passos' U.S.A, "International Journal of Applied Linguistics & English Literature", Vol. 4, No. 6, pp. 166-171.
• Mancebón, M.-J., Ximénez-de-Embún, D.P., Mediavilla, M., Gómez-Sancho, J.-M. (2019), Factors that influence the financial literacy of young Spanish consumers, "International Journal of Consumer Studies", Vol. 43, pp. 227-235.
• McCracken, G. (2005). Culture and consumption II: Markets, meaning, and brand management, Indiana University Press, Bloomington.
• McGann, M., Kimberley, H., Bowman, D., Biggs, S. (2016), The Netherworld between work and retirement, "Social Policy and Society", Vol. 15, pp. 625-636.
• Moschis, G.P. (2007), Life course perspectives on consumer behavior, "Journal of the Academy of Marketing Science", Vol. 35, pp. 295-307.
• Naidoo, C., Abratt, R. (2018), Brands that do good: insight into social brand equity, "Journal of Brand Management", Vol. 25, pp. 3-13.
• Nan, X., Heo, K. (2007), Consumer responses to Corporate Social Responsibility (CSR) initiatives: examining the role of brand-cause fit in cause-related marketing, "Journal of Advertising", Vol. 36, No. 2, pp. 63-74.
• Narvanen, E., Goulding, C. (2016), Sociocultural brand revitalization: the role of consumer collectives in bringing brands back to life, "European Journal of Marketing", Vol. 50, No. 7/8, pp. 1521-1546.
• Nataraajan, R., Bagozzi, R. (1999), The year 2000: Looking back, Psychology and Marketing, Vol. 16, pp. 631-642.
• Netemeyer, R, Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., Ricks, J., Wirth, F. (2004), Developing and validating measures of facets of customer-based brand equity, "Journal of Business Research", Vol. 57, pp. 209-224.
• Oswald, L.R. (2012), Marketing semiotics. Signs, strategies, and brand value, Oxford University Press, New York.
• Pappu, R., Quester, P.G., Cooksey, R.W. (2005), Consumer-based brand equity: improving the measurement - empirical evidence, "Journal of Product & Brand Management", Vol. 14, No. 3, pp. 143-154.
• Pappu, R., Quester, P.G., Cooksey, R.W. (2006), Consumer-based brand equity and country-of-origin relationships: Some empirical evidence, "European Journal of Marketing", Vol. 40, No. 5/6, pp. 696-717.
• Río, A.B., Vázquez, R., Iglesias, V. (2001), The effects of brand associations on consumer response, "Journal of Consumer Marketing", Vol. 18, pp. 410-425.
• Rossatolos, G. (2013), Brand equity planning with structuralist rhetorical semiotics: a conceptual framework, "The Qualitative Report", Vol. 18, pp. 1-20.
• Rudman, D. (2015), Embodying positive aging and neoliberal rationality: Talking about the aging body within narratives of retirement, "Journal of Aging Studies", Vol. 34, pp. 10-20.
• Santos, S., Gonçalves, H.M. (2021), Information searching in the mobile environment: Differences in involvement dimensions among product categories, "Technological Forecasting and Social Change", 162.
• Sarpong, D., Eyres, E., Batsakis, G. (2019), Narrating the future: a distinctive capability approach to strategic foresight, "Technological Forecasting & Social Change", Vol. 140, pp. 105-114.
• Schroeder, J. E. (2009), The cultural codes of branding, "Marketing Theory", Vol. 9, No. 1, pp. 123-126.
• Shultz, K.S., Wang, M. (2011), Psychological perspectives on the changing nature of retirement, "American Psychologist", Vol. 66, No. 3, pp. 170-179.
• Sikkel, D. (2013), Brand relations and life course: Why old consumers love their brands, "Journal of Marketing Analytics", Vol. 1, No. 2, pp. 71-80.
• Silva, S.C.e., Martins, C. (2017), The relevance of cause-related marketing to post-purchase guilt alleviation, "International Review on Public and Nonprofit Marketing", Vol. 14, pp. 475-494.
• Simcock, P., Sudbury, L. (2006), The invisible majority? Older models in UK television advertising, "International Journal of Advertising", Vol. 25, No. 1, pp. 87-106.
• Son, J., Park, J. (2019), Effects of financial education on sound personal finance in Korea: conceptualization of mediation effects of financial literacy across income classes, "International Journal of Consumer Studies", Vol. 43, pp. 77-86.
• Swaminathan, V., Sorescu, A., Steenkamp, J.B., O'Guinn, T.C., Schmitt, B. (2020), Branding in a hyperconnected world: refocusing theories and rethinking boundaries, "Journal of Marketing", Vol. 84, No. 2, pp. 24-46.
• Taber, K.S. (2018), The use of Cronbach's alpha when developing and reporting research instruments in science education, "Research in Science Education", Vol. 48, No. 6, pp. 1273-1296.
• Till, B., Baack, D., Waterman, B. (2011), Strategic brand association maps: Developing brand insight, "Journal of Product & Brand Management", Vol. 20, pp. 92-100.
• United Nations (2019), World population prospects, retrieved from https://population.un.org/wpp/ retrieved on 15.12.2021
• Williams R. (1981), Culture, Fontana.Worldofmeters (2019), retrieved from https://www.worldometers.info/world-population/europe-population/
• Yoon, C., Cole, C., Lee, M. (2009), Consumer decision making and aging: current knowledge and future directions, "Journal of Consumer Psychology", Vol. 19, No. 1, pp. 2-16.

Identyfikatory

DOI

https://doi.org/10.2478/ijme-2022-0005