Qualitative Market Research: Volume 18 Issue 2
Strapline:
An International Journal
Subject:
Table of contents
Consumer values of corporate and celebrity brand associations
Jasmina Ilicic, Cynthia M. Webster– This study aims to explore consumer brand associations and values derived from a corporate brand and a celebrity brand endorser prior to their endorsement.
13201
Why environmentally conscious consumers do not purchase green products: A cognitive mapping approach
Camilla Barbarossa, Alberto PastoreThis paper aims to address the green purchasing gap by: exploring environmentally conscious consumers’ mental representation of the barriers responsible for the green purchasing…
8214
Reference group influence in consumer role rehearsal narratives
Heather Marie SchulzThis paper aims to analyse reference group influence through the imagined audience construct of the role theory. Prior research has shown the influential nature of reference…
5616
Not just what they want, but why they want it: Traditional market research to deep customer insights
Rebecca Anne Price, Cara Wrigley, Karla StrakerThis paper aims to explore advantages and disadvantages of both traditional market research (TMR) and deep customer insight (DCI) methods to lay the platform for revealing how a…
6755
ISSN:
1352-2752e-ISSN:
1758-7646ISSN-L:
1352-2752Online date, start – end:
1998Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Elina Närvänen