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Internal brand co-creation: The experiential brand meaning cycle in higher education (2016)
Journal Article
Dean, D., Arroyo-Gamez, R. E., Pich, C., & Punjaisri, K. (2016). Internal brand co-creation: The experiential brand meaning cycle in higher education. Journal of business research, 69(8), (3041-3048). doi:10.1016/j.jbusres.2016.01.019. ISSN 0148-2963

Higher education (HE) institutions need to adapt to the global environment but the complex nature of HE highlights the role of marketing and the internal market in realizing the brand identity, creating a challenge for developing a shared brand meani... Read More about Internal brand co-creation: The experiential brand meaning cycle in higher education.

Intergenerational spaces: Citizens, political marketing and conceptualising trust in a transitional democracy (2015)
Journal Article
Susila, I., Dean, D., & Harness, D. (2015). Intergenerational spaces: Citizens, political marketing and conceptualising trust in a transitional democracy. Journal of marketing management, 31(9-10), 970-995. https://doi.org/10.1080/0267257X.2015.1036768

© 2015, Westburn Publishers Ltd. As the third largest democracy in the world, Indonesia’s relatively peaceful transition from authoritarian rule to democracy deserves academic attention. This study explored the notion of trust and how it could influe... Read More about Intergenerational spaces: Citizens, political marketing and conceptualising trust in a transitional democracy.

Political branding: sense of identity or identity crisis? An investigation of the transfer potential of the brand identity prism to the UK Conservative Party (2015)
Journal Article
Dean, D., & Pich, C. (2015). Political branding: sense of identity or identity crisis? An investigation of the transfer potential of the brand identity prism to the UK Conservative Party. Journal of marketing management, 31(11-12), 1353-1378. https://doi.org/10.1080/0267257x.2015.1018307

Brands are strategic assets and key to achieving a competitive advantage. Brands can be seen as a heuristic device, encapsulating a series of values that enable the consumer to make quick and efficient choices. More recently, the notion of a politica... Read More about Political branding: sense of identity or identity crisis? An investigation of the transfer potential of the brand identity prism to the UK Conservative Party.


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