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Dr Christopher Pich's Outputs (11)

Unity in Diversity? Exploring the Unprecedented Branding Challenges and Opportunities of UEFA Euro 2020 (2025)
Journal Article
Cook, D., & Pich, C. (in press). Unity in Diversity? Exploring the Unprecedented Branding Challenges and Opportunities of UEFA Euro 2020. Event Management,

Given the increasing importance of co-creation within sport ecosystems and the growing challenges in hosting Major Sport Events (MSEs), UEFA Euro 2020 provides an unprecedented, novel context for the exploration of branding challenges and opportuniti... Read More about Unity in Diversity? Exploring the Unprecedented Branding Challenges and Opportunities of UEFA Euro 2020.

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.

The effective nature of projective techniques in political brand image research (2023)
Journal Article
Khan, D., Pich, C., & Spry, L. (2024). The effective nature of projective techniques in political brand image research. International Journal of Market Research, 66(1), 115-148. https://doi.org/10.1177/14707853231220301

This study explores the effectiveness of qualitative projective techniques to explore the corporate political brand image of Pakistan Tehreek-I-Insaf party [PTI] from a multiple-stakeholder perspective. This study addresses core gaps in projective te... Read More about The effective nature of projective techniques in political brand image research.

A Changing Political Landscape: The 2022 General Election in Jersey (2023)
Journal Article
Pich, C., & Reardon, J. (2023). A Changing Political Landscape: The 2022 General Election in Jersey. Small States and Territories Journal, 6(2), 169-184

This paper analyses the general election held on 22nd June 2022 in the Bailiwick of Jersey, a British Crown Dependency and the largest of the Channel Islands with a population of 107,800. This election is notable for two reasons. First, the new elect... Read More about A Changing Political Landscape: The 2022 General Election in Jersey.

A framework to improve retail customer experience: a qualitative study exploring the customer journey (2023)
Journal Article
Poorrezaei, M., Pich, C., & Resnick, S. (2023). A framework to improve retail customer experience: a qualitative study exploring the customer journey. Qualitative Market Research: An International Journal, 26(5), 663-686. https://doi.org/10.1108/QMR-07-2022-0120

Purpose: This study aims to construct an integrated retail customer experience framework with a single view across platforms and to suggest a new conceptualisation of the customer experience term. Design/methodology/approach: A qualitative approach w... Read More about A framework to improve retail customer experience: a qualitative study exploring the customer journey.

Political branding: a research agenda for political marketing (2022)
Book Chapter
Pich, C. (2022). Political branding: a research agenda for political marketing. In B. I. Newman, & T. P. Newman (Eds.), A Research Agenda for Political Marketing (107-128). Edward Elgar Publishing. https://doi.org/10.4337/9781800377202.00014

This chapter adheres to four objectives. First, the chapter presents the different typologies of political brands and reflect on their strategic orientations [see STP catalogue]. Second, the chapter considers strategic political segmentation and diff... Read More about Political branding: a research agenda for political marketing.

To be a marketer or to do what marketers do? Using a mixed methods approach to explore the aspiring marketer mind-set (2022)
Journal Article
Woodall, T., Pich, C., Armannsdottir, G., Allison, S., Howarth, R., & Poorrezaei, M. (2022). To be a marketer or to do what marketers do? Using a mixed methods approach to explore the aspiring marketer mind-set. Journal of Vocational Behavior, 135, Article 103716. https://doi.org/10.1016/j.jvb.2022.103716

Both anecdotal and evidential testimonies posit marketing as a “wicked” endeavor, in thrall to sales and profit and at odds with society's needs. Using social identity theory as our primary frame of reference we look to obtain some foreground underst... Read More about To be a marketer or to do what marketers do? Using a mixed methods approach to explore the aspiring marketer mind-set.