... The findings of this paper are informed both by a conceptual unpacking of institutional, decolonisation and customer engagement literature, as well as an empirical methodology that presents an embedded single case study of a top-ranking banking brand, using in-depth qualitative interviews as well as content...

... and legitimatized by a broad system of institutional structures and actors, at both macro and micro/consumer levels. This study aims to explore how consumers (one type of institutional actor) engage in legitimizing/delegitimizing messages of gender in the marketplace. Design/methodology/approach This research...