The Art of Policy-Acting in Branding Management: Exploring the Role-Based Narrative Policy Framework in the Management Control of Luxury Branding

Abstract

In Samuel Kwok's research on luxury branding management, he utilized autoethnography, role theory, and the Narrative Policy Framework (NPF) to examine how luxury branding management functions in the China business environment. he discovered that brand authenticity plays a critical role in shaping brand policy, and brand managers collaborate with business partners to set their brands apart. Brand managers still wield significant influence despite the collaborative nature of brand policy because of globalisation and Internet technology. Through his research, he introduced the Role-based Narrative Policy framework with new propositions, offering fresh perspectives on luxury brand storytelling for academia and luxury branding management practitioners.