Don’t tell me stories – the narratives of retirement and their relation with brand associations
Monika Hajdas
Orcid profile, Joanna Radomska
Orcid profile, Aleksandra Szpulak
Orcid profile and Susana C. Silva
Orcid profile 
Article Category: Empirical Paper
Published Online: Mar 31, 2022
Page range: 17 - 32
Received: Feb 07, 2022
Accepted: Mar 31, 2022
DOI: https://doi.org/10.2478/ijme-2022-0005
Keywords
© 2022 Monika Hajdas et al., published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Purpose
The concept of cultural branding based on various narratives has been established in the marketing literature, but there is a lack of studies linking this concept with brand-related effects. The aim of this paper is to explore and explain the possible relationships between various brand narratives based on the changing meaning of retirement and brand associations.
Design/methodology/approach
An experimental design was used to test the proposed conceptual model and examine the impact of brand narrative on brand associations. Data were collected using an online survey from a random group of 432 respondents and analyzed using MANOVA.
Findings
Our research did not confirm that in the case of financial products, brand narratives represented by distinctive retirement cultural codes had an impact on brand associations. Partial relation was found only for brand personality.
Originality
This is the first study that explores brand narratives’ based on cultural codes relations with brand associations.