The end of the road or an open highway? Brand narratives of retirement and their impact on consumer empowerment
(A2022-106921)

AUTHORS

Monika Hajdas, Marketing Management Department, Wroclaw University of Economics and Business; Ryszard K?eczek, Wroc?aw University of Economics and Business; Joanna Radomska, Strategic Management Department, Wroc?aw University of Economics and Business; Aleksandra Szpulak, Wroc?aw University of Economics and Business

ABSTRACT

Due to aging population, the aspects of addressing this growing market segment with appropriate products and brand strategies gain interest among scholars and business practitioners. One of the topics that emerged in recent studies is how to empower people in the context of their retirement perceptions and decisions. As retirement is a cultural category with evolving meaning, specific brand narratives based on this meaning may be developed. Although the concept of brand narratives based on cultural codes has been established in marketing literature, there is a lack of studies linking it with consumer empowerment. The aim of the paper is to explore the possible relationships between various cultural brand narratives of retirement and consumer empowerment. As a result of this conceptual study, the authors suggest a research model with three specific brand narratives based on cultural codes of retirement as independent variables and consumer empowerment as dependent variable.