Advancing Branding Research : a Qualitative Agenda.

The papers in this ebook provide cutting-edge empirical studies in the domain of qualitative market research, applied to branding research. One aspect of the potential richness of qualitative research is the diversity of approaches to it. These articles present four diverse ways to conduct qualitati...

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Bibliographic Details
Call Number:Libro Electrónico
Main Author: Melewar, T. C.
Format: Electronic eBook
Language:Inglés
Published: Emerald Group Publishing Limited, 2014.
Subjects:
Qualitative research > England.
Social sciences > Research.
Sciences sociales > Recherche.
Recherche qualitative > Angleterre.
Qualitative research
Social sciences > Research
England
Online Access:Texto completo
Table of Contents:
  • Cover; Editorial advisory and review board; Guest editorial; Brand-building and the elements of success: discoveries using historical analyses; Interpretative narrative process research approach to corporate renaming; Brand meaning gaps and dynamics: theory, research, and practice; Contextualising brand consumption experiences: a multi-modal enabling technique.

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