Sara Spear

I am a Senior Lecturer in Marketing at Bristol Business School and Subject Associate Head of Department for Marketing, Events and Tourism. My research interests are in relationship marketing, communication, storytelling, and social change, and my current projects are focused in schools and universities. My PhD research investigated the use of storytelling in organisations, and the impact of stories on employees. As part of this research, I worked with large companies in the UK energy industry to improve their internal communication strategy in line with their corporate identity. I have particular interest in qualitative and participative methodologies, and content analysis.

Area of expertise relationship marketing, corporate identity, corporate communication, storytelling, qualitative research

Publications

Spotswood, F., Chatterton, T., Morey, Y. and Spear, S. (2017) Practice-theoretical possibilities for social marketing: Two fields learning from each other. Journal of Social Marketing, 7 (2). pp. 156-171. ISSN 2042-6763 Available from: http://eprints.uwe.ac.uk/30887 ' Spear, S. (2017) Impression management activity in vision, mission, and values statements: A comparison of commercial and charitable organizations. International Studies of Management & Organization, 47 (2). pp. 159-175. ISSN 0020-8825 Available from: http://eprints.uwe.ac.uk/30929 ' Spear, S. and Roper, S. (2016) Storytelling in organisations: Supporting or subverting corporate strategy? Corporate Communications: An International Journal, 21 (4). pp. 516-532. ISSN 1356-3289 Available from: http://eprints.uwe.ac.uk/28953 ' Spear, S. (2015) The role of storytelling in co-creating a corporate brand with employees. In: 10th Global Brand Conference, Turku, Finland, 27-29 April 2015. Available from: http://eprints.uwe.ac.uk/27969 ' Spear, S. and Roper, S. (2013) Using corporate stories to build the corporate brand: An impression management perspective. Journal of Product & Brand Management, 22 (7). pp. 491-501. ISSN 1061-0421 Available from: http://eprints.uwe.ac.uk/27968 '