All Outputs (4)

Political brand culture of Pakistan Tehreek-e-Insaf: An internal perspective (2024)
Journal Article
Khan, D., Armannsdottir, G., & Pich, C. (2024). Political brand culture of Pakistan Tehreek-e-Insaf: An internal perspective. International Journal of Market Research, 1-28. https://doi.org/10.1177/14707853241302670

The purpose of this study is to contribute to the body of research on political brand identity by specifically exploring political brand culture as a key element of political brand identity. Thus, this study addresses a significant gap in the literat... Read More about Political brand culture of Pakistan Tehreek-e-Insaf: An internal perspective.

A qualitative study revisiting the theoretical lens of brand image and developing the consumer brand image schema (2024)
Journal Article
Pich, C., & Armannsdottir, G. (2024). A qualitative study revisiting the theoretical lens of brand image and developing the consumer brand image schema. Qualitative Market Research: An International Journal, 28(1), 146-177. https://doi.org/10.1108/qmr-09-2023-0122

Purpose: Brand image remains a “nebulous” construct with very few frameworks dedicated to understanding the process of uncovering brand image. This is supported by explicit calls for greater clarity on how to examine brand image, particularly in diff... Read More about A qualitative study revisiting the theoretical lens of brand image and developing the consumer brand image schema.

'A huge political experiment' - exploring the political brand positioning of political parties in Jersey from an internal-external perspective (2024)
Journal Article
Pich, C., Reardon, J., & Armannsdottir, A. (2024). 'A huge political experiment' - exploring the political brand positioning of political parties in Jersey from an internal-external perspective. Journal of Marketing Communications, https://doi.org/10.1080/13527266.2024.2361657

A political brand aims to project a differentiated and identifiable position in the minds of voters. However, there is limited understanding on the envisaged and realised positioning of political 'party' brands particularly in under-explored contexts... Read More about 'A huge political experiment' - exploring the political brand positioning of political parties in Jersey from an internal-external perspective.

A proposed brand architecture model for UK fashion brands (2024)
Journal Article
Rashid, A., Spry, L., & Pich, C. (2024). A proposed brand architecture model for UK fashion brands. Journal of Brand Management, 31(5), 516-528. https://doi.org/10.1057/s41262-024-00358-9

Corporate brand identity is becoming a strategic issue in the UK fashion industry, as it is complex and constantly under pressure to differentiate. Fashion brands are expanding through a range of channels and rapidly changing takeovers, and it is unc... Read More about A proposed brand architecture model for UK fashion brands.