Who is Who: Prof. Pauline Maclaran

Professor Pauline Maclaran teaches “Marketing Research” course in MBA “Consumers and Markets” module (Term 1). She recently co-authored and published a book titled Royal Fever (2015).

This book explores how and why consumers around the world leverage a wide range of products, services, and experiences to satisfy their fascination with the British Royal Family brand. It demonstrates the monarchy’s power as a brand whose narrative has existed for more than a thousand years, one that shapes consumer behaviour and that retains its economic and cultural significance in the twenty-first century.

Read Chapter 1 here http://www.ucpress.edu/book.php?isbn=9780520273665


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