All Outputs (7)

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, 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.

Young Voters’ Engagement: A Customer Journeys Perspective (2024)
Journal Article
Poorrezaei, M., Pich, C., Armannsdottir, G., Branco-Illodo, I., & Harvey, J. (in press). Young Voters’ Engagement: A Customer Journeys Perspective. International Journal of Market Research,

This interdisciplinary study aims to explore the lived experiences and engagement of young voters from a customer journey perspective. To achieve this, the present study investigates voter engagement journey with various political events (2015 UK Gen... Read More about Young Voters’ Engagement: A Customer Journeys Perspective.

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.

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

A framework to improve retail customer experience: a qualitative study exploring the customer journey. Purpose: This study aims to construct an integrated retail customer experience framework with a single view across platforms and to suggest a new c... Read More about A framework to improve retail customer experience: a qualitative study exploring the customer journey.

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.