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All Outputs (2)

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. https://doi.org/10.1016/j.jbusres.2016.01.019

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.

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.