All Outputs (4)

Experiential Brand Loyalty: Towards an Extended Conceptualization of Consumer Allegiance to Brands (2019)
Journal Article
Obiegbu, J., Larsen, G., & Ellis, N. (2020). Experiential Brand Loyalty: Towards an Extended Conceptualization of Consumer Allegiance to Brands. Marketing Theory, 20(3), 251-271. https://doi.org/10.1177/1470593119885167

This paper synthesises experiential and meaning-based dimensions of loyalty in order to extend the brand loyalty canon. The experientially loyal consumer is defined as one who is sufficiently invested in a brand to find personal symbolic meanings in... Read More about Experiential Brand Loyalty: Towards an Extended Conceptualization of Consumer Allegiance to Brands.

Co-constructing Loyalty in an Era of Digital Music Fandom: An Experiential- Discursive Perspective (2019)
Journal Article
Obiegbu, J., Larsen, G., Ellis, N., & O'Reilly, D. (2019). Co-constructing Loyalty in an Era of Digital Music Fandom: An Experiential- Discursive Perspective. European Journal of Marketing, 53(3), 463-482. https://doi.org/10.1108/ejm-10-2017-0754

Purpose: This paper aims to answer the following question: How can a discursive approach to how music fans construct loyalty in a digital context contribute to a theoretical understanding of brand loyalty? Design/methodology/approach: Drawing on insi... Read More about Co-constructing Loyalty in an Era of Digital Music Fandom: An Experiential- Discursive Perspective.

The Critical Music Fan: The Role of Criticality in Collective Constructions of Brand Loyalty (2019)
Journal Article
Obiegbu, J., Larsen, G., & Ellis, N. (2019). The Critical Music Fan: The Role of Criticality in Collective Constructions of Brand Loyalty. Arts and the Market, 9(1), 65-80. https://doi.org/10.1108/aam-01-2019-0006

Purpose: The purpose of this paper is to explore how the act of expressing criticism against a music brand fits with the identity and practices associated with being a loyal fan of that brand. Design/methodology/approach: Drawing on insights from the... Read More about The Critical Music Fan: The Role of Criticality in Collective Constructions of Brand Loyalty.

Female Entrepreneurship and the Metanarrative of Economic Growth: A Critical Review of Underlying Assumptions (2017)
Journal Article
Dean, H., Larsen, G., Ford, J., & Akram, M. (2019). Female Entrepreneurship and the Metanarrative of Economic Growth: A Critical Review of Underlying Assumptions. International Journal of Management Reviews, 21(1), 24-49. https://doi.org/10.1111/ijmr.12173

This critical review of the literature on female entrepreneurship problematizes the metanarrative of economic growth and the mechanisms through which it both operates and is maintained. Central to this is the axiomatic ‘underperformance hypothesis’,... Read More about Female Entrepreneurship and the Metanarrative of Economic Growth: A Critical Review of Underlying Assumptions.