This paper aims to evaluate the applicability of the existing brand equity pyramid models in the context of independent financial advisers (IFAs) in the UK financial services sector. Nine in-depth interviews with IFAs and nine in-depth corroboration interviews with senior marketing managers and employees in one of the UK’s largest financial services providers were undertaken for the purpose of the study. The findings indicate that when applied in the context of IFAs, the existing brand equity pyramid models require modification. These findings lead to the development of an IFA-based brand equity pyramid. The new model can provide insight for financial services marketing academics and practitioners on how IFAs perceive and evaluate financial services brands to be recommended to their customers. Our findings will help financial services providers to develop strong brands in the mind of IFAs.

Purpose: This paper aims to explore the power and interest of independent intermediaries in co-creation activities. More specifically, the study investigates the role of independent financial advisers (IFAs) in co-creation activities and identifies how their power and interest can be used to determine their level of involvement in co-creating innovation of new products and services in the financial services sector. Methodology/Approach: A case study research method was employed for this study. The case study focuses on Provider XYZ, one of the largest UK-based financial services institutions. The sources of data used for the research were Provider XYZ's market research reports aimed at customers and IFAs, interviews with nine of Provider XYZ's Senior Marketing Managers and employees, interviews with nine IFAs who conducted business with Provider XYZ, and a discussion with nine of Provider XYZ's customers who have a relationship with an IFA. Findings: The findings of this study identify that independent intermediaries, such as IFAs, have a significant influence on the end customers' view on financial services brands and they partially construct the provider's brand value which is perceived and received by the end customers. Based on the power and interest of IFAs in the potential innovation propositions, IFAs can be classified into four categories: Recipient (Segment A), Consultant (Segment B), Guardian (Segment C) and Co-creator (Segment D). Implications: The findings of the study provide evidence for both academics and practitioners that not all stakeholders can be involved in co-creation activities. To ensure the effectiveness of co-creation activities, it is important to assess the level of stakeholders' power, which indicates the strength of relationship and influence on providers, and their interest in co-creation activities. The co-creator power/interest matrix proposed in this paper can be used to identify viable co-creating partners in an organization's relationship network. Originality: This study contributes to the existing literature by proposing a co-creator power/interest matrix, which can be used to determine the level involvement of intermediaries and other stakeholders' in co-creating innovation.

This paper contributes insights into stakeholder theory in hallmark event tourism and the implications for engaging primary stakeholders in further tourism management settings. The tangible and symbolic tourism benefits instilled in destinations by hallmark events are well-documented; with destination managers increasingly adopting event portfolio approaches to nurture and develop existing and new hallmark events. Nevertheless, limited understanding exists of how stakeholders engage with hallmark events over time; their lived experiences in event tourism; and consequent management implications. This paper uncovers multiple and shifting roles of primary stakeholders in a long-established hallmark event tourism context (Edinburgh's Festival Fringe). It presents a typology identifying five primary stakeholder roles. Phenomenological interviews with twenty-one primary stakeholders revealed that most fulfilled multiple roles. Existing concurrently and historically, these differed throughout stakeholders' lived experiences and engagement. In its findings, this paper extends knowledge of stakeholders' roles in event tourism and implications in further tourism management settings.

This study aims to evaluate intermediaries’ role in developing a successful brand. It specifically focuses on the role and contribution of independent financial advisers (IFAs) in developing a successful financial services brand. A case study research method conducted with one of the largest financial services providers in the UK was adopted for the purpose of this study. The findings of this study identify that the IFAs have a significant influence on the end customers’ view on financial services brands and they partially construct the provider’s brand values that are perceived and received by the end customers.

Purpose – The purpose of this paper is to explore the perceptions of Generation Y from advanced and emerging economies towards the country-of-origin (COO) of fashion products. Design/methodology/approach – The study was conducted by employing a qualitative research method. Virtual interviews in a chat room and e-mail interviews were conducted with 53 participants from 21 advanced and emerging economies. Findings – The findings indicated that most Generation Y consumers perceive that fashion products made in advanced economies are of better quality compared to those made in emerging economies. However, most Generation Y consumers from advanced economies did not only pay attention to the quality of the products but also to associated ethical issues. In contrast, most Generation Y consumers from emerging economies only paid attention to functional issues. Furthermore, Generation Y’s perceptions of COO also influence their attitudes and behaviour towards the fashion products made in their own country. Practical implications – This research brings a valuable insight to global fashion marketers about different perceptions between Generation Y consumers in advanced and emerging economies towards COO. Originality/value – The majority of COO research has been conducted quantitatively and based on one or a small number of nationalities. Qualitative studies which investigate the perceptions of Generation Y from advanced and emerging economies towards COO are still limited. Thus, this study can contribute to the development of research into COO.

This paper aims to explore the results of interconnectedness in a triadic relationship between a long-term savings and investments provider, Independent Financial Advisers (IFAs) and customers. Smith & Laage-Hellman's (1992) typology of the results of interconnectedness was used to analyse this triadic relationship. This study was conducted in collaboration with one of the UK’s largest long-term savings and investments providers. As a substantial proportion of the company’s business is conducted through IFAs, they are one of the most important stakeholders in the company’s business relationship. Indeed, the majority of sales in the long-term savings and investments industry in the UK are realised through IFAs. Within the UK pensions market IFAs keep a 90.0% market share in the individual market and a 82.0% share in the group market (Datamonitor, 2013). Academic studies (Gough & Nurullah, 2009; Gough, 2005) have indicated that IFAs are the strongest distribution channel in the industry. Conceptual studies of triadic business relationships are scarce in marketing and organisational research (Blankenburg & Johanson, 1992; Havila, Johanson, & Thilenius, 2004; Ritter, 2000). Although, applicability of a triadic relationship has been tested in a number of case studies (Andersson & Mattsson, 2004; Cunningham & Pyatt, 1989; Jaaskelainen, Kuivalainen, & Saarenketo, 2000; Narayandas, 2002; Odorici & Corrado, 2004; Pardo & Salle, 1994; Trimarchi, 2002), to the best of the authors’ knowledge, a study that explores the results of the interconnectedness in this triadic relationship has not been established. Furthermore, the regulatory environment which continues to face change such as the recent implementation of Retail Distribution Review (RDR) on 1st January 2013 will make the relationship more rather than less complex. Due to the RDR implementation, advisory and product provider firms have evaluated their business models and made the necessary changes to meet these requirements. Thus, by analysing the results of the interconnectedness in this relationship, recommendations that can increase the relationship performance can be proposed.

The concept of co-creation is inspired by the recognition of the changing role of customers from passive participation into active players. This recognition has led to the idea of involving customers in the various stages of the value creation process. The concept of value co-creation proposes that value is co-created between the company and its stakeholders when stakeholders are able to personalise the experience of interacting with the brand at the level that best suits them (Ramaswamy & Gouillart, 2010a). By bringing a company and its stakeholders together in a meaningful and continuous engagement facilitated by the company, all stakeholders can become involved and share ideas about how value can be created, sustained and expanded. Thus, co-creation is currently viewed as a new and refreshing approach for delivering better value to customers and other stakeholders thus leading to the creation of a strong brand (Hatch & Schultz, 2010; Ind & Coates, 2013; Ind et al., 2012; Ramaswamy & Gouillart, 2010a; Ballantyne & Varey, 2006). As one of the most recent concepts introduced within the branding literature, empirical research and discussion on brand co-creation is still encouraged (Ind & Coates, 2013; Payne et al., 2009). This study aimed to investigate whether and how the concept of brand value co-creation can be adopted in a relationship between a UK based long-term savings and investments provider and Independent Financial Advisers (IFAs). Ramaswamy and Gouillart’s (2010a) principles of co-creation were used to evaluate the current engagement activities between IFAs and the collaborative company (and other providers) and to propose a more dynamic co-creation process. The uniqueness of the long-term savings and investments industry in the UK is that the majority of its sales to individual customers are generated through Independent Financial Advisers (IFAs) (Datamonitor, 2012; Mintel, 2012). Almost 80 per cent of the collaborative company sales are generated through the IFAs. Despite their importance, academic studies which investigate how to develop brand leadership in the IFA market are scarce. Most of the financial services branding studies to-date have been established in the context of banking in the end customer market. In addition, the implementation of the Retail Distribution Review (RDR) on 1st January 2013 is likely to increase the complexity of the industry. In fact, it has been indicated that the IFAs has the strongest power in the triadic relationship between providers and customers (Tjandra et al., 2013a). In addition, it was also reported that in order to develop a strong brand equity, the provider must be able to fulfil IFAs’ functional and emotional needs (Tjandra et al., 2012b). Therefore, it was appropriate to investigate whether and how the concept of brand value co-creation can be adopted in developing brand leadership.

This research study compares and contrasts the marketing strategies adopted by operators of UK tourist attractions aiming to engage effectively with Generation Y (Gen Y) consumers. Gen Y is widely regarded as the next big lifelong cohort with its own unique combination of needs, wants and expectations. For the purpose of this study Gen Y are deemed to be those born between the years 1982 and 1995. Gen Y tend to have relatively high levels of discretionary spend, demonstrate high social orientation and levels of personalisation, and regularly seek authentic experiences. The overall objective of this research is to analyse the core behavioural characteristics and traits of Gen Y; identifying how such traits manifest themselves in patterns of consumption. The research was undertaken across a range of tourist attractions in the UK employing qualitative semi-structured interviews to gather the necessary data. The research findings suggest that Gen Y wish to listen less and do more in their visit experiences. Gen Y have a preference for cluster activity and experiences and tourist attractions need to strike a suitable balance between offering a sense of adventure, fun and relaxation if they are to succeed in attracting this particular market segment on a long-term basis. The research identifies a trend toward the co-creation of visit experiences through personalised interpretive encounters facilitated through the employment of mobile media. There is clear evidence that the extent to which tourist attractions’ actively encourage and facilitate internet-enabled developments has a direct impact on the extent to which they are viewed as Gen Y friendly. The paper goes on to advance a number of approaches that attractions could employ to more effectively capture the Gen Y market segment.

This paper aims to explore the power and influence of intermediaries in an intermediated relationship between a long-term savings and investments provider, Independent Financial Advisers (IFAs) and customers. IFAs have a very important role in the UK long-term savings and investments industry as more than three-quarters of the sales in this industry are generated through them (Datamonitor, 2012). Consequently, they have been recognised as the strongest distribution channel in the industry (Gough & Nurullah, 2009; Gough, 2005). Despite their importance, there has been very little research investigating the extent of their power and influence in this intermediated relationship. This study does not only contribute to the knowledge gap within intermediated channel research but is also beneficial for the long-term savings and investments industry as well as other industries in which intermediaries play a key role. A case study research method conducted in collaboration with one of the largest UK long-term savings and investments provider was adopted for the purpose of this study.

The purpose of this qualitative study is to explore whether and how country-of-origin information influences the perception of Generation Ys from twenty one countries towards international fashion brands. With approximately 1.38 billion Generation Ys are currently in the job market or about to enter the job market, they are increasingly taking over the spending power of the previous generation, the Baby Boomers. This study was conducted in the context of fashion products, one of the key interests of the Generation Ys. As Generation Ys are internet savvy, this study was conducted by using semi-structured interviews in an online chat room and structured email interviews. This study highlighted that fashion products made in highly industrialised countries or countries of the brand origin were still preferred by the majority of the interviewed Generation Ys. Country-of-origin information was used by Generation Ys to judge the quality, price and ethical issue of the products. However, as the majority of the international fashion brands currently manufacture their products in the less industrialised countries, country-of-origin information hardly influenced the majority of the Generation Ys’ perception towards the brands. This research hopefully can bring a valuable insight to global fashion marketers about how country-of-origin information influences Generation Ys’ perception of international fashion brands. Qualitative studies which investigate the perception of Generation Ys towards country-of-origin are scarce. Thus, this study can contribute to the development of research into country-of-origin.