Social media influencers (SMIs) as significant stakeholders are increasingly collaborating
with brands to cultivate marketing campaigns. However, literature concerning the narrative …

Consumers are dedicated and committed to figuring out ways and creating investigative
activities to keep up with a fast-moving retail market. These ways and activities are in this …

Este artículo presenta una nueva perspectiva de los estudios de la monarquía como una
institución política desde la incipiente bibliografía sobre marketing y marcas corporativas …

Prior to the Sussexes' departure from their roles as senior royals, there was a significant
attempt to construct for the Duchess of Sussex a specific royal persona that can be …

This chapter discusses the importance of broadening the scope of consumer scholarship to
include cultural rituals, and illuminates the impact of ritualized consumption on a …

Kate Middleton and Meghan Markle have recently received a lot of media attention, both in
the traditional media and social media However, the reportage about the two Duchesses …

The concept 'narrative strategy'has been well studied and interpreted in marketing and
consumer scenarios to understand the methods of structuring narratives for marketing …