The inter-generational arts branding of the Star Wars saga: may the myth be with you!

PurposeEmploying the Star Wars brand as a case study, this paper seeks to critically discuss the importance of comparative mythology for inter-generational branding and consumption practices within arts related markets.Design/methodology/approachSecondary data have been gathered focusing on the analysis of material in the form of books, academic journals, films, videos, television programs, websites and media reports related to the interface between comparative mythology, the Star Wars brand.FindingsFirst, this paper indicates how the long-standing success of the Star Wars brand mirrors and reflects the power of monomythic storytelling in creating a platform for arts and place building branding associations and extensions for numerous products and services. Second, this study shows and highlights the potential of monomythic structures/storytelling and comparative mythology in acting an underlying cultural platform whereupon several arts brand associations, narratives, extensions and overall strategies can emerge. Finally, this project suggests how arts marketing scholars could further explore the infusion of mythological narratives within branding practices in the areas of performing/visual arts, museums, entertainment and arts related tourism campaigns.Originality/valueFocusing on the most successful film franchise of all times, this study argues that comparative mythology constitutes an endless source for common templates of artistic, cross-cultural and inter-generational marketing practices focusing on universal moral codes and archetypes.

Expected service quality of utility stores in Pakistan

Purpose – The purpose of this study is to present the Generation X and Generation Y customers’ expectations of utility retail stores in an Asian setting of Pakistan Research studies that advocate a cross-generational perspective to retail service quality have been limited. Design/methodology/approach – Sketching through a naturalistic paradigm, data for this exploratory study is collected from 80 retail shoppers through face-to-face interviews. The data is noted, coded and presented through the genre of service marketing mix theory. Findings – There are significant differences with regards to variety of products offered and time consumed during shopping have been found between generational cohorts belonging to Generation X and Generation Y customers. However, there are a few similarities noted between the two types of customers that challenge the traditional perspective of retail service marketing mix theory. Originality/value – The study is an original contribution towards explaining the retail service quality construct from cross-generational marketing perspective. Pragmatically, the utility stores have never been the subject matter for service quality studies in countries such as Pakistan.