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The purpose of this study is to understand how narratives are generated in stores.

The study design is based on ethnographies documented in 10 sports stores in the Paris region. The ethnographic method enables a precise and in situ observation of how narratives are structured. Narrative structures develop from the accommodation of the narratives specific to retailers and narratives specific to the customer.

The findings of this study identified four main narratives in retail spaces (the serial, the tale, the epic, the legend), each of which is distinguished by the commercial/non-commercial orientation of the narratives and by a superficial/in-depth modification of the narratives produced outside the store. These four narratives are characterized by the vendors’ roles and by the distinct interactions between customers and retail stores.

The originality of this study is to propose a narrative framework for retail structures. It illustrates the fact that the narrative is not solely a product of experiential marketing, but that it may be found in any retail store. From a practical point of view, it highlights other less costly experiential narrative strategies.

From a practical point of view, it highlights other less costly experiential narrative strategies.

The original value of this study is to apply structural semiotics to analyse narratives in the store.

For several years the clothing industry in France has been experiencing real problems. On the one hand, consumption has been stagnant, or indeed falling, and on the other, foreign competition has been growing at the same time as multifibre agreements are being dismantled. Result: between 1984 and 1994, the sector has lost 40 per cent of its workforce in France and a recent report by the European Commission predicts further losses which may well reach 30 per cent of the present workforce between now and the year 2008. The objective of this work is therefore to provide a brief survey of the present state of the industry, consumption, retail distribution and French foreign trade in order to set out its principal characteristics.

In 1864 two famous novelists: Erckmann and Chatrian co‐edited a fiction called L’Ami Fritz. Very quickly this work had a tremendous success. It was the story of a fellow named “Fritz Kobus” who was living in Alsace. He could be seen as the stereotype of how the “collective unconscious” in France was imagining a prosperous Alsatian fellow. In a very short period of time this fiction became a significant link between the Alsace region and the whole French nation. We will use this example in order to show that the links with consumption and art are very peculiar. It is not only companies that are interested in the appropriation of art, but also consumers. This will help us to show that for example in postmodern times the distinction between high and low culture is not as clear as it may first appear. High and low culture are blending together in interesting ways. What we would like to show here, is that the novel sometimes gives a landmark to the consumers, telling them what their ideal aspirations should be and then the society tries to reflect the novel.

Given the ways in which the research pressures on university staff are becoming seemingly ever greater, an issue of the European Journal of Marketing that is given over to a survey of the kinds of research initiatives which are currently being carried out is timely. The study which provides the basis for this was conducted between December 1994 and February 1995, with questionnaires being sent to staff in universities throughout Europe. At the time the final selection was made, a total of 150 responses had been received from 18 countries.

The purpose of this paper is to define and understand the different models of brand development, according to the evolution of a brand’s identity and the introduction of brand extensions, starting from the premise that brands must be managed in a consistent way over time, but also need to be expanded. The second aim of this article is to introduce a specific methodology for studying the development of brands with a long-term approach.

The concepts of assimilation and accommodation as defined by Piaget (1983) provide an in-depth understanding of how and why brands evolve. This article is based on a multiple case study approach. Four luxury brands were studied longitudinally. Brand chronologies were drawn and images of brand communications and brand extensions were gathered. Structural semiotic analysis was then used to highlight the different processes of brand development. In addition, qualitative interviews with two experts were conducted.

Hermès and Louis Vuitton develop their brands according to the assimilation model. Gucci and Dolce & Gabbana follow the accommodation model. There is a link between the brand’s identity type (symbolic/functional) and the model used for brand development. A detailed analysis of each model is presented highlighting the main features.

To reinforce the distinction between the two models of brand development, it would be interesting to look at other brands. The choice of these brands depends on their country of origin and their age.

The main contributions of this paper are the dynamic and longitudinal analyses of brand development and the introduction of the assimilation and accommodation concepts. The use of semiotics constitutes another original feature of this research.

Considering a long-term perspective and the discourse directly emitted by brands, the aim is to study how can brand extension potential be predicted through the analysis of brand contracts?

Considering a long-term perspective and the discourse directly emitted by brands, the aim is to study how can brand extension potential be predicted through the analysis of brand contracts?

Three groups of brands are identified: brands anchored in both determination and mastery contracts defined as open (high extendibility); brands anchored in a determination contract defined as open, as well as in a mastery contract defined as closed (low extendibility); brands anchored in a mastery contract defined as open as well as in a determination contract defined as not closed (high extendibility, but risks of diluting the brand value).

Compared with extensions actually developed by these brands, the results are discussed and strategies are proposed to maximize the long-term brand development when the brand extension potential is low. Only studied on products, it would be interesting to complete this analysis in services.

The main contribution is the focus on brand narratives and contracts to predict the brand extensibility of luxury brands. Structural semiotics provides another original insight.

John Taylor devised a simple monetary policy rule that links the Federal Reserve's policy interest rate with inflation and output targets. This paper compares actual policy rates with the rates that would have been recommended by the basic Taylor Rule for three long periods in U.S. economic history: 1875–1913 (“Pre Fed”), 1914–1951 (“Early Fed”), and 1952–1998 (“Modern Fed”). In addition, the authors develop a more complex version of the Rule to facilitate a comparison of the way in which each monetary authority would have reacted to the economic challenges presented outside its own time period. The empirical evidence suggests that Modern Fed would have reacted more promptly and appropriately to inflation and output problems outside its time period than either Early Fed or Pre Fed, and that the movement of interest rates in the Pre Fed period came closer to the corrective policies of Modern Fed than did those of Early Fed.

We would like to thank C. Y. Chen, Wenchih Lee, two anonymous referees and the seminar participants at the 2000 FMA annual meeting for their helpful comments and encouragement. All of the remaining errors are our responsibility.

The purpose of this study is to examine the underresearched transformative service research (TSR) and social marketing segment of young adults who use drugs and identify motivators that have been studied in previous literature, using a service ecosystem lens and provide direction for future research into this area. This research provides the evidence-based knowledge for transformative service and social marketing practitioners to design transformative services that target these motivators.

This systematic review, guided by the preferred reporting items for systematic reviews and meta-analysis framework, examines and analyses 207 articles published between 2015 and 2020.

This study identified that young adults are motivated to take drugs to enhance one’s experience, to cope, for social reasons, because of individual characteristics and for other reasons. Research has largely focused on microsystem and mesosystem motivators with data collected mainly using a microsystem approach.

This paper contributes to the TSR and social marketing literature by providing a holistic investigation into all motivators relevant to young adult drug use. An ecosystem classification and theoretical framework of the motivators is curated to help guide future TSR and social marketing research and interventions.

Factors that may influence risk and/or vulnerability to young people’s involvement in terrorism are currently unclear. Understanding the factors that contribute to a young person’s risk profile is a high priority for Youth Justice Services to enable the development of targeted interventions and subsequent risk reduction. The purpose of this study is to systematically identify and critically review studies relating to young peoples’ involvement in terrorism to understand potential risk and/or vulnerability factors and the implications for intervention.

Literature was evaluated using the systematic review method. Twelve papers were selected for the systematic review according to the inclusion criteria.

Twelve factors emerged that indicated relevance to terrorism by young people and were combined into five overarching themes: contextual, social, psychological factors, trauma and use of time.

This systematic review is one of the first of its kind relating to terrorism by young people. The reported findings will be valuable to practitioners seeking to understand the risk and vulnerability factors related to terrorism by young people and the implications for intervention. Directions for future research are explored.

Factors that may influence risk and/or vulnerability to radicalisation or involvement in terrorism by individuals with autism spectrum disorder (ASD) are currently undetermined. The purpose of this rapid evidence assessment (REA) was to identify and review studies which consider the association between ASD and terrorism to explore potential risk or vulnerability factors and the implications for intervention.

The REA method was used to review the literature, with 16 papers meeting inclusion criteria.

Ten factors were identified as relevant to ASD and terrorism which were combined into four overarching themes: cognitive, social, psychological and ASD traits.

This REA presents a novel review of literature relating to ASD and terrorism. The findings are valuable to practitioners working with individuals with ASD who may present with the identified risk and/or vulnerability factors. The implications of these factors for intervention are discussed, along with directions for future research.