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There are explicit calls for research devoted to how political actors present their brand to the electorate and how this is interpreted. Responding to this, the purpose of this paper is to build an understanding of how political brand messages and values are received and aligned with voter expectations, which in turn shapes the consistency of a political brand.

Using an interpretivist perspective, this two-stage approach first focuses on semi-structured interviews with internal stakeholders of the UK Conservative Party and second uses focus group discussions with external stakeholders (voters) of age 18-24 years. Data was collected between 1 December 2014 and 6 May 2015.

The findings suggest that the UK Conservative brand had recovered from the “nasty party” reputation. Further, the Conservative brand was perceived as credible, trustworthy and responsible, with positive associations of “economic competence”. However, while the nasty party imagery has declined, the UK Conservative brand continues to face challenges particularly in terms of longstanding negative associations perceived by both internal and external markets.

It must be acknowledged that all research methods have their own limitations, and acknowledging these will strengthen the ability to draw conclusions. In this study, for example, due to time constraints during the election campaign period, 7 participants supported stage one of the study and 25 participants supported stage two of the study. However, participants from stage one of the study represented all three elements of the UK Conservative Party (Parliamentary, Professional and Voluntary). In addition, the elite interviews were longer in duration and this provided a greater opportunity to capture detailed stories of their life experiences and how this affected their brand relationship. Similarly, participants for stage two focussed on young voters of age 18-24 years, a segment actively targeted by the UK Conservative Party.

The brand alignment framework can help practitioners illuminate components of the political brand and how it is interpreted by the electorate. The increasing polarisation in politics has made this a vital area for study, as we see need to understand if, how or why citizens are persuaded by a more polarised brand message. There are also social media issues for the political brand which can distort the carefully constructed brand. There are opportunities to evaluate and operationalize this framework in other political contexts.

The brand alignment model extends current branding theory first by building on an understanding of the complexities of creating brand meaning, second, by operationalizing differences between the brand and how it is interpreted by the electorate, finally, by identifying if internal divisions within the political party pose a threat to the consistency of the brand.

This purpose of this study is to examine the fluidity of family life which continues to attract attention. This is increasingly significant for the intergenerational relationship between adult children and their elderly parents. Using practice theory, the aims are to understand the role of food in elderly families and explore how family practices are maintained when elderly transition into care.

A phenomenological research approach was used as the authors sought to build an understanding of the social interactions between family and their lifeworld.

This study extends theory on the relationship between the elderly parent and their family and explores through practice theory how families performed their love, how altered routines and long standing rituals provided structure to the elderly relatives and how care practices were negotiated as the elderly relatives transitioned from independence to dependence and towards care. A theoretical framework is introduced that provides guidance for the transition stages and the areas for negotiation.

This research has implications for food manufacturers and marketers, as the demand for healthy food for the elderly is made more widely available, healthy and easy to prepare. The limitations of the research are due to the sample located in East Yorkshire only.

This research has implications for brand managers of food manufacturers and supermarkets that need to create product lines that target this segment by producing healthy, convenience food.

It is also important for health and social care policy as the authors seek to understand the role of food, family and community and how policy can be devised to provide stability in this transitional and uncertain lifestage.

This research extends the body of literature on food and the family by focussing on the elderly cared for and their family. The authors show how food can be construed as loving care, and using practice theory, a theoretical framework is developed that can explain the transitions and how the family negotiates the stages from independence to dependence.

The aim of this paper is to explore the stakeholder exclusion practices of responsible leaders.

An interpretive multiple case analyses of seven responsibly led organisations was employed. Twenty-two qualitative interviews were undertaken to investigate and understand perceptions and practice of responsible leaders and their approach to stakeholder inclusion and exclusion.

The findings revealed new and surprising insights where responsible leaders compromised their espoused values of inclusivity through the application of a personal bias, resulting in the exclusion of certain stakeholders. This exclusivity practice focused on the informal evaluation of potential stakeholders’ values, and where they did not align with those of the responsible leader, these stakeholders were excluded from participation with the organisation. This resulted in the creation and continuity of a culture of shared moral purpose across the organisation.

This study focussed on responsible leader-led organisations, so the next stage of the research will include mainstream organisations (i.e. without explicit responsible leadership) to examine how personal values bias affects stakeholder selection in a wider setting.

The findings suggest that reflexive practice and critically appraising management methods in normative leadership approaches may lead to improvements in diversity management.

This paper presents original empirical data challenging current perceptions of responsible leader inclusivity practices and indicates areas of leadership development that may need to be addressed.

Reflection on the impact of technological change on taxation practitioners.

Fictional prose.

Satirical reflection on taxation practitioners' battle to maintain their current knowledge of relevant legislation and procedures, and on the growing use of computerised technology in this area. Also comments indirectly on the perceived value of the personal service offered by such practitioners.

Prompts consideration of the impact of complex legislation on its human interpreters. Suggests a future in which humans may not be able to cope with that demand and, as a result, rely increasingly on computerisation.

A unique interpretation of the predicament of the tax accountant and the future.

The purpose of this paper is to illustrate the stress and excitement to be gained from making closely negotiated business deals.

The paper take the form of humorous poetry.

That effective and persuasive communication is a vital part of business deals.

Findings are limited to a fictional approach only. Implication is a respect for individuals able to communicate persuasively.

Adapted from the words and rhythm of “The Man from Snowy River' by Banjo Paterson.

The purpose of this paper is to explore a possible reason for technical failures.

Humorous fiction.

Reflects on the tendency to project human emotions and intelligence into inanimate objects.

Blaming your tools for your errors is not a successful strategy.

Humorous explanation for technical failures.

To investigate a possible funding solution for a government department.

Humorous fiction.

Funding may need to be sourced from non‐traditional and/or commercial bodies provoking discussion on ethical decision‐making.

Limitation in funding sources may result in reduction in ethical standards.

Humorous story designed to provoke thought.

This paper aims to cost the acquisition of the items listed in a popular Christmas song.

A humorous approach is taken.

It was found that there was a significant increase in costs from 2005 to 2006.

The issue is limited by lack of serious research or methodology. It implies an increase in cost of luxury items that is significantly larger than the CPI.

The paper poses use of costing analysis to present a humorous finding.