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

Abstract

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.

Keywords

• brand associations
• brand narrative
• cultural branding
• cultural codes
• retirement
• m31
• m37