- I have two key research areas, firstly political marketing where i am interested in propaganda and persuasion. Secon... moreI have two key research areas, firstly political marketing where i am interested in propaganda and persuasion. Secondly transformative consumer research where i focus on marginalised groups in particular informal care givers.edit
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Abstract: Building a political brand story is one way of conveying a series of complex values in a simple framework but it is elusive. A combination of image, logo, leadership, ideology, and values all contribute towards this but party... more
Abstract: Building a political brand story is one way of conveying a series of complex values in a simple framework but it is elusive. A combination of image, logo, leadership, ideology, and values all contribute towards this but party identification and a sense of community ...
This paper reports on accounts in Egypt and Libya that are embroiled in a period of extraordinary change known as the Arab Spring in which the personal and social self are found to undergo significant transformations. In a period of flux... more
This paper reports on accounts in Egypt and Libya that are embroiled in a period of extraordinary change known as the Arab Spring in which the personal and social self are found to undergo significant transformations. In a period of flux the self is subject to a multiplicity of tensions. Consumption choices are frequently related to the utility of products, symbolic meanings and rituals, while artifacts are also important for achieving and maintaining a sense of self and locating one’s place in society. The paper is a rare attempt to account for transformations during a revolutionary period and in particular, explores how the self is reconstructed by the influx of new ideas and consumption opportunities. This paper builds on Belk’s notions of the extended and dialogic selves in an attempt to explore the transformation of society over the course of the Arab Spring. We show how consumers use consumption practices to reflect their sense of self and make sense of their turbulent environ...
Since the 1940s market research has “borrowed” (Boddy 2005:242) projective techniques from the field of psychology with some success and they are now commonly used in qualitative research to gain a deeper understanding of the research... more
Since the 1940s market research has “borrowed” (Boddy 2005:242) projective techniques from the field of psychology with some success and they are now commonly used in qualitative research to gain a deeper understanding of the research area (Boddy 2005). It has been suggested that projective techniques may provide an insight into consumers’ views on brands, delving beneath the surface of explicitly stated attitudes, associations and perceptions (Kay 2001; Day 1989). Projective techniques have been adopted by many disciplines to investigate personality, behaviour (Noble et al., 2007), mental disorders (Anderson and Anderson 1951), and motivations (Bell 1948). They can encourage emotional and rational insight (Boddy 2004) and reveal associations (De Carlo et al., 2009, Moutinho, et al., 2007). However, doubts have been raised about the validity and reliability of this research method, and there is little research critically evaluating the technique. Responding to this identified gap in...
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Purpose This purpose of this study is to examine the fluidity of family life which continues to attract attention. This is increasingly significant for the intergenerational relationship between adult children and their elderly parents.... more
Purpose This purpose of this study is to examine the fluidity of family life which continues to attract attention. This is increasingly significant for the intergenerational relationship between adult children and their elderly parents. Using practice theory, the aims are to understand the role of food in elderly families and explore how family practices are maintained when elderly transition into care. Design/methodology/approach A phenomenological research approach was used as the authors sought to build an understanding of the social interactions between family and their lifeworld. Findings This study extends theory on the relationship between the elderly parent and their family and explores through practice theory how families performed their love, how altered routines and long standing rituals provided structure to the elderly relatives and how care practices were negotiated as the elderly relatives transitioned from independence to dependence and towards care. A theoretical fr...
Research Interests: Business and Psychology
This study seeks to deconstruct the multidimensionality of the Interactive Value Formation (IVF) process within complex and prolonged Technology-Based Self-Services (TBSSs). Building on practice theory and Service Dominant logic, this... more
This study seeks to deconstruct the multidimensionality of the Interactive Value Formation (IVF) process within complex and prolonged Technology-Based Self-Services (TBSSs). Building on practice theory and Service Dominant logic, this framework sheds light on the complexity of practice-based resource integration processes within the IVF process. The findings demonstrate firstly, how IVF can result in both value co-creation and co-destruction and secondly, how these outcomes are influenced by the enactment of practices within the service experience. Finally, this study demonstrates the mediating role of consumer intensity as a function of consumer effort and time during this enactment. The suggested framework emphasizes the role of engagement, as intersecting between resource-based practices and outcomes, and the nested nature of the IVF process. In doing so, the relationship between the multiple outcomes of engagement and variations in loyalty are revealed. The study has implication...
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Supplemental Material, sj-docx-1-jsr-10.1177_10946705211025606 for A Multidimensional Practice-Based Framework of Interactive Value Formation by Thuy Luyen, Haseeb Shabbir and Dianne Dean in Journal of Service Research
Abstract How do you create and build a personal political brand? Personal branding can enable individuals to self-commodify and formulate distinct identities created from both tangible and intangible characteristics. However, there is... more
Abstract How do you create and build a personal political brand? Personal branding can enable individuals to self-commodify and formulate distinct identities created from both tangible and intangible characteristics. However, there is little insight into how individuals create and manage their personal brand identities. This paper contributes to this lacuna in the literature and focusses on personal political branding. Contextualized in the British Crown Dependence of Guernsey; the island community has no political parties and Parliamentarians [deputies] stand as independent candidates. Deputies construct their own personal brand with the aim of resonating with their constituents often with limited resources and without the ‘political machine’ found in party-systems. Therefore, this study examines the deputies’ strategies to create, build and communicate their brands in a nonparty system. Findings indicate that Guernsey’s politicians created their desired identities around key components including legacy, heritage and experience, personality characteristics opposed to focused policies, personal values and acknowledged that brand building was a continuous process of maintaining presence, and communicating personal aspirations. Therefore, Guernsey’s politicians formulated their personal political brand identities without the mechanisms of a party system. This paper extends the personal branding literature demonstrating the challenging process of formulating and managing personal political brands in a competitive environment and presents a Personal Brand Identity framework, a strategic tool to evaluate and refine desired identities within and beyond the setting of politics.
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Communication in political marketing plays an important role in political mobilization, building trust both in political actors and the government. Politicians construct their messages through careful branding as the power of the cultural... more
Communication in political marketing plays an important role in political mobilization, building trust both in political actors and the government. Politicians construct their messages through careful branding as the power of the cultural symbols and signs conveyed through the brand are potent heuristic devices. This is particularly important in emerging democracies, where there is limited political knowledge and understanding. Therefore, this research explores how young voters understand the symbolic communication fashioned by political actors in Indonesia and how it relates to their brand. Indonesia is an interesting area for study; it is both secular and the world’s largest Muslim democracy. Using a phenomenological approach, a total of 19 in-depth interviews with young voters were conducted to gain rich insight into perceptions of the complexity of political symbolism, and trust among young voters. This study conceptualized political communication as a dual approach. The political brand promise is intrinsically linked to cultural references and conveyed through symbolic communication combined with a distinctive brand message. This builds trust, which then affects political participation. This conceptual framework provides insights into the importance of culture in branding which has implications for policy makers and actors in emerging and established democracies.
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Purpose There are explicit calls for research devoted to how political actors present their brand to the electorate and how this is interpreted. Responding to this, the purpose of this paper is to build an understanding of how political... more
Purpose There are explicit calls for research devoted to how political actors present their brand to the electorate and how this is interpreted. Responding to this, the purpose of this paper is to build an understanding of how political brand messages and values are received and aligned with voter expectations, which in turn shapes the consistency of a political brand. Design/methodology/approach Using an interpretivist perspective, this two-stage approach first focuses on semi-structured interviews with internal stakeholders of the UK Conservative Party and second uses focus group discussions with external stakeholders (voters) of age 18-24 years. Data was collected between 1 December 2014 and 6 May 2015. Findings The findings suggest that the UK Conservative brand had recovered from the “nasty party” reputation. Further, the Conservative brand was perceived as credible, trustworthy and responsible, with positive associations of “economic competence”. However, while the nasty party...
The articles comprising this thematic symposium suggest options for exploring the nexus between freedom and unfreedom, as exemplified by the British abolitionists’ anti-slavery campaign and the paradox of freedom. Each article has... more
The articles comprising this thematic symposium suggest options for exploring the nexus between freedom and unfreedom, as exemplified by the British abolitionists’ anti-slavery campaign and the paradox of freedom. Each article has implications for how these abolitionists achieved their goals, social activists’ efforts to secure reparations for slave ancestors, and modern slavery (e.g., human trafficking). We present the abolitionists’ undertaking as a marketing campaign, highlighting the role of instilling moral agency and indignation through rehumanizing the dehumanized. Despite this campaign’s eventual success, its post-emancipation phase illustrates a paradox of freedom. After introducing mystification as an explanation for the obscuring rhetoric used to conceal post-emancipation violations of freedom during the West’s colonial phase, we briefly discuss the appropriateness of reparations. Finally, we discuss the contributions made by the articles in this thematic symposium.
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There is a paucity of research that outlines how to understand the image of political brands. Responding to this identified gap in the literature, this research seeks to demonstrate the elicitation capabilities of qualitative projective... more
There is a paucity of research that outlines how to understand the image of political brands. Responding to this identified gap in the literature, this research seeks to demonstrate the elicitation capabilities of qualitative projective techniques to explore the political brand image of the UK Conservative Party. This paper highlights that projective techniques can provide a greater understanding of underlying feelings and deep-seated attitudes towards political parties, candidates, and the positive and negative aspects of brand image. Many of the associations and perceptions may have been overlooked if other research methods had been adopted. Projective techniques may be adopted by political actors to assess how their brands are understood and, if required, make adaptations to their communicated brand identity.
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ABSTRACT Within a modern family life, roles have changed significantly; however, relatively little attention has been given to the increased health and longevity of parents. This article focuses on the tensions relating to the... more
ABSTRACT Within a modern family life, roles have changed significantly; however, relatively little attention has been given to the increased health and longevity of parents. This article focuses on the tensions relating to the transitional role of parent as ‘carer of the child’ to child as ‘carer of the parent’ as parents age. This article focuses on the experiences of adult children as they care for their parents and the related tensions that emerge and coping strategies that are adopted. Adopting an interpretive approach we shed light on the decision-making practices around shopping, residential arrangements and other consumer choices and how they take place in complex arenas of intricate family interactions, influence and power. Key themes that emerged were strategies adopted by both the adult child and ageing parent to attain or retain control in an increasingly sensitive environment where there is no roadmap to guide either party.
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The aim of this thesis was to explore the efficacy of the rational choice model in the electoral decision making of young people. The initial view was that this was too narrow a concept to apply to a real world situation. Therefore,... more
The aim of this thesis was to explore the efficacy of the rational choice model in the electoral decision making of young people. The initial view was that this was too narrow a concept to apply to a real world situation. Therefore, consumer behaviour theory was reviewed in order to find out how marketers understand consumer decision making and explore if this could add anything to electoral decision making. Using an ideographic approach, this research revealed a number of different groups that did not conform to the rational choice model. Moreover, it was interesting to discover that many voter and non-voter groups exhibit what can be described as irrational behaviour. Using education as a key variable and the Elaboration Likelihood Model as an analytical framework, it was possible to identify the different ways in which the groups built up their political knowledge and what effect this had upon the extent of their engagement with the electoral process. Two models were developed th...
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Purpose – This paper aimed to focus on political marketing and utilised a number of projective techniques to explore the UK Conservative Party’s “brand image” amongst young adults aged 18-24 years. There is little guidance in the extant... more
Purpose – This paper aimed to focus on political marketing and utilised a number of projective techniques to explore the UK Conservative Party’s “brand image” amongst young adults aged 18-24 years. There is little guidance in the extant literature regarding projective technique analysis. Furthermore, there are explicit calls for insight and more understanding into the analytical process. Responding to this identified gap in the literature, this paper provides an illustrative guide that can be used to analyse and interpret findings generated from qualitative projective techniques. Design/methodology/approach – This paper opted for an exploratory study using focus group discussions, combined with qualitative projective techniques. Eight two-hour focus group discussions were conducted with 46 young citizens aged 18-24 years from three locations in England. Focus groups were conducted prior to the 2010 UK General Election. The data from the projective techniques were thematically analys...
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... can in no way be regarded as generating knowledge with an ''objective'' value-free status'. ... This would subsequently limit the potential for any social desirability bias that often... more
... can in no way be regarded as generating knowledge with an ''objective'' value-free status'. ... This would subsequently limit the potential for any social desirability bias that often occurs ... Dunleavy, P. (1990) 'Mass political behaviour: Is there more to learn?', Political Studies, 38: 453 ...
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... Margaret Thatcher's Conservative govern-ment stressed strength, and her anti-Eur-opean stance emphasised her idea of strong leadership. ... Interestingly, the change in Conservative leadership has not dulled this rhetoric,... more
... Margaret Thatcher's Conservative govern-ment stressed strength, and her anti-Eur-opean stance emphasised her idea of strong leadership. ... Interestingly, the change in Conservative leadership has not dulled this rhetoric, with Liam Fox's attack on the Government's handling of ...
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Rational choice supposes that individuals make their electoral decision in keeping with their own self-interest, undertaking a cost-benefit analysis, no different to choosing a product or service. Rather than reject the concept of... more
Rational choice supposes that individuals make their electoral decision in keeping with their own self-interest, undertaking a cost-benefit analysis, no different to choosing a product or service. Rather than reject the concept of rational choice, this paper will review the notions of rationality and reasoning, which, as Aristotle argues, are inseparable. We will support Marcus' (2002) grievance that emotional decision
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... Dennis Johnson has assembled a distinguished group of practitioners and political scientists to review the 2008 US presidential election and ... story, which, according to Albert May, gained momentum through cable news networks, talk... more
... Dennis Johnson has assembled a distinguished group of practitioners and political scientists to review the 2008 US presidential election and ... story, which, according to Albert May, gained momentum through cable news networks, talk shows, and most notably through YouTube. ...
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... Telephone (44) 1482 463340, Email: DMDean@hull.ac.uk Page 2. 1068 Dianne Dean ... However there is a debate within the literature which question the effectiveness of such an approach, particularly in AIDS prevention (Rigby et al.... more
... Telephone (44) 1482 463340, Email: DMDean@hull.ac.uk Page 2. 1068 Dianne Dean ... However there is a debate within the literature which question the effectiveness of such an approach, particularly in AIDS prevention (Rigby et al. 1989; Ross et al. 1990; Sherr 1990). ...
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... Varey (1997), for example, cites the example of the spectacular Greenpeace campaign to prevent the dumping at sea by Shell of a ... Rare exceptions include former public servants Clive Pontin (see Negrine, 1997) and Sarah Tisdall,... more
... Varey (1997), for example, cites the example of the spectacular Greenpeace campaign to prevent the dumping at sea by Shell of a ... Rare exceptions include former public servants Clive Pontin (see Negrine, 1997) and Sarah Tisdall, both of whom appealed to the press in respect ...
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ABSTRACT This paper undertakes a detailed review of the components of corporate identity (CI). This is necessitated by the recent emergence and focus upon CI and its frequent confusion with related issues such as corporate branding and... more
ABSTRACT This paper undertakes a detailed review of the components of corporate identity (CI). This is necessitated by the recent emergence and focus upon CI and its frequent confusion with related issues such as corporate branding and reputation. We begin by defining the boundaries of CI, exploring its nature and meaning, and outlining theoretical perspectives in Part One. Part Two then focuses upon five theoretical frameworks. Amalgamating these into a model will assist researchers in knowing the area of CI they are focused upon and its interactions with contiguous domains. Each area can then develop its own usable repeatable scales which are capable of testing and of falsification. Interactions can be empirically analysed more robustly by the use of structured equation modelling. The outcomes of the model can be used by academics and practitioners to move the CI discipline forward.
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This purpose of this study is to examine the fluidity of family life which continues to attract attention. This is increasingly significant for the intergenerational relationship between adult children and their elderly parents. Using... more
This purpose of this study is to examine the fluidity of family life which continues to attract attention. This is increasingly significant for the intergenerational relationship between adult children and their elderly parents. Using practice theory, the aims are to understand the role of food in elderly families and explore how family practices are maintained when elderly transition into care.This research extends the body of literature on food and the family by focussing on the elderly cared for and their family. The authors show how food can be construed as loving care, and using practice theory, a theoretical framework is developed that can explain the transitions and how the family negotiates the stages from independence to dependence.
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This study seeks to deconstruct the multidimensionality of the Interactive Value Formation (IVF) process within complex and prolonged Technology-Based Self-Services (TBSSs). Building on practice theory and Service Dominant logic, this... more
This study seeks to deconstruct the multidimensionality of the Interactive Value Formation (IVF) process within complex and prolonged Technology-Based Self-Services (TBSSs). Building on practice theory and Service Dominant logic, this framework sheds light on the complexity of practice-based resource integration processes within the IVF process. The findings demonstrate firstly, how IVF can result in both value co-creation and co-destruction and secondly, how these outcomes are influenced by the enactment of practices within the service experience. Finally, this study demonstrates the mediating role of consumer intensity as a function of consumer effort and time during this enactment. The suggested framework emphasizes the role of engagement, as intersecting between resource-based practices and outcomes, and the nested nature of the IVF process. In doing so, the relationship between the multiple outcomes of engagement and variations in loyalty are revealed. The study has implications for service managers responsible for user experience of complex and prolonged TBSSs. Directions for future research can focus on further deconstructing the multi-dimensionality of the IVF process.
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This study seeks to deconstruct the multidimensionality of the Interactive Value Formation (IVF) process within complex and prolonged Technology-Based Self-Services (TBSSs). Building on practice theory and Service Dominant logic, this... more
This study seeks to deconstruct the multidimensionality of the Interactive Value Formation (IVF) process within complex and prolonged Technology-Based Self-Services (TBSSs). Building on practice theory and Service Dominant logic, this framework sheds light on the complexity of practice-based resource integration processes within the IVF process. The findings demonstrate firstly, how IVF can result in both value co-creation and co-destruction and secondly, how these outcomes are influenced by the enactment of practices within the service experience. Finally, this study demonstrates the mediating role of consumer intensity as a function of consumer effort and time during this enactment. The suggested framework emphasizes the role of engagement, as intersecting between resource-based practices and outcomes, and the nested nature of the IVF process. In doing so, the relationship between the multiple outcomes of engagement and variations in loyalty are revealed. The study has implications for service managers responsible for user experience of complex and prolonged TBSSs. Directions for future research can focus on further deconstructing the multi-dimensionality of the IVF process.
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This study examined the relationship between the informal carer and the cared for in the household. This was a phenomenological study, conducting in-depth interviews with a sample of informal carers in East Yorkshire. Findings indicated... more
This study examined the relationship between the informal carer
and the cared for in the household. This was a phenomenological
study, conducting in-depth interviews with a sample of informal
carers in East Yorkshire. Findings indicated that some informal
carers found the new role challenging and had an impact on their
narrative identity which left them in a liminal position ‘twixt and
between’ their previous identity and their new identity as carer.
They lacked control over their lives, and the lack of professional
support had a detrimental effect on their identity leading, on some
occasions, to affect their mental health. This is a crucial issue in
society today.
and the cared for in the household. This was a phenomenological
study, conducting in-depth interviews with a sample of informal
carers in East Yorkshire. Findings indicated that some informal
carers found the new role challenging and had an impact on their
narrative identity which left them in a liminal position ‘twixt and
between’ their previous identity and their new identity as carer.
They lacked control over their lives, and the lack of professional
support had a detrimental effect on their identity leading, on some
occasions, to affect their mental health. This is a crucial issue in
society today.