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Article
Publication date: 18 January 2011

Drew Martin and Arch G. Woodside

Using brand netnography (analyzing consumers' first‐person on‐line stories that include discussions of their product and brand use), this article aims to probe how visitors…

4367

Abstract

Purpose

Using brand netnography (analyzing consumers' first‐person on‐line stories that include discussions of their product and brand use), this article aims to probe how visitors interpret the places, people, and situations that they experience while traveling in Japan.

Design/methodology/approach

Through analysis of online consumer stories about their trip experiences, Heider's balance theory is applied to visitors' trip experiences. Follow‐up contact with the consumers allows application of autodriving methodology to gather additional post‐trip insights.

Findings

The results show immediate and downstream positive and negative associations of concepts, events, and outcomes in visitors' stories. Maps of consumer stories identify kernel concepts and include descriptions of how visitors live a specific destination's unique promises (e.g. distinct cultural history). Using the kernel concepts as a basis, Holt's five‐step strategy for building icons is applied to the travel destination to show how a destination can create a brand identity.

Research limitations/implications

Bloggers reporting their travel experience may not be representative of the population of travelers. On the other hand, travel blogs potentially can influence trip planning by other visitors collecting travel information.

Practical implications

Blog reports represent an unobtrusive method of collecting emic interpretive information from consumers. Emic reporting provides deep insights about consumers' trip interpretations. Tourism and hospitality managers can use this information to improve service experiences and design communication strategies to strengthen positive iconic imagery reported by consumers.

Originality/value

Emic and etic interpretations of travel experiences create a bricolage of the travelers' experiences. Autodriving methodology is extended to tourism research to gather additional insights and to better clarify informants' interpretations. This article also expands on a revisionist proposal to Holt's five‐step strategy for building destinations as iconic brands and suggestions for tourism management.

Details

Qualitative Market Research: An International Journal, vol. 14 no. 1
Type: Research Article
ISSN: 1352-2752

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Article
Publication date: 16 November 2015

Michelle R. Nelson, Brittany R.L. Duff and Regina Ahn

This paper aims to examine the perceptions of the visual packaging of snacks and nutrition knowledge among preschool children. Packages serve as persuasive media at the point of…

1388

Abstract

Purpose

This paper aims to examine the perceptions of the visual packaging of snacks and nutrition knowledge among preschool children. Packages serve as persuasive media at the point of purchase.

Design/methodology/approach

In this paper 13 interviews with four-year-olds were conducted. Children sorted seven snacks that implied fruit into categories based on perceptions of fun, taste, parent’s choice and “nutrition”. Children also drew trees with food that would make them healthy or not healthy.

Findings

Children attended to the package elements more than the product. All children selected the character fruit snack as their preferred choice; however, perceptions for fun and taste varied among snacks. Perceptions of healthiness showed evidence of heuristics (e.g. sugar = bad; fruit = good). Some children were able to understand that their parents’ choices may be different from their own.

Research limitations/implications

Because of the small sample size, it is not possible to generalize results to all children. Children seemed to understand that the character may not convey “healthy” or “taste”, but they still chose the snack with a character.

Practical implications

Children as young as four can understand nutrition heuristics and may/may not use those heuristics in product preferences.

Social implications

Children may be able to reason about their own preferences and others’ preferences at a preoperational stage of development.

Originality/value

Previous research indicates that older children are attracted by characters. The findings show that younger children also prefer characters but may be capable of disentangling the various associations of “characters”.

Details

Young Consumers, vol. 16 no. 4
Type: Research Article
ISSN: 1747-3616

Keywords

Available. Content available
Article
Publication date: 19 April 2013

Katie Best

290

Abstract

Details

Journal of Organizational Ethnography, vol. 2 no. 1
Type: Research Article
ISSN: 2046-6749

Keywords

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Article
Publication date: 14 April 2014

Katie Best

177

Abstract

Details

Journal of Organizational Ethnography, vol. 3 no. 1
Type: Research Article
ISSN: 2046-6749

Available. Content available
Article
Publication date: 2 September 2013

15

Abstract

Details

Industrial and Commercial Training, vol. 45 no. 6
Type: Research Article
ISSN: 0019-7858

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Book part
Publication date: 2 December 2024

Clare Matysova

The closure of schools and nurseries during the COVID-19 lockdowns triggered the re-insourcing of childcare to the home, sparking extensive public debate and academic research on…

Abstract

The closure of schools and nurseries during the COVID-19 lockdowns triggered the re-insourcing of childcare to the home, sparking extensive public debate and academic research on the pandemic's potential impact on gender equality (see, for example, Burgess and Goldman, 2021; Vandecasteele et al. 2022). My PhD research, which explores parents' decision-making influences when planning care during their child's first year in the UK context, coincided with COVID-19. The coinciding of my data collection with COVID-19 (seven online discussions with a total of 36 participants and 12 follow up interviews, 10 which include partners) created microcosms in which wider public debates were echoed. My research draws on the Capability Approach (CA) (Sen, 2009) to conceptualise parents' capabilities to share leave as they aspire to and employs dialogical narrative analysis (DNA) (Riessman, 2008) to explore how gendered parenting norms are constitutive of parents’ care capabilities. In this chapter, I draw on feminist ethics of care to explore the disruption of gendered parenting norms, in the COVID-19 context, within parents' decision-making and a possible ‘reimagining’ of the value attributed to care (Ozkazanc-Pan and Pullen, 2021; Tronto, 2017). My findings support anticipation of what the promise of greater flexibility could bring as a result of increased visibility of caregiving during COVID-19. However, I also find evidence which supports the caution previously recommended of the need to reflect on work cultures and the predominance of masculine ideal worker norms in the UK (Chung et al. 2021).

Details

Care and Coronavirus
Type: Book
ISBN: 978-1-83797-310-1

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Article
Publication date: 1 July 1993

Michel Bauwens

‘If you're not on the net, you're not in the know’, stated The Economist in its 1992 year‐end review of conspiracies and networks. While it is true that the Internet is a…

73

Abstract

‘If you're not on the net, you're not in the know’, stated The Economist in its 1992 year‐end review of conspiracies and networks. While it is true that the Internet is a wonderful resource, i.e. an ocean of information waiting to be tapped, and while it is also true that the information is freely available, not everybody has access to it. If you're working for the academic community or some research institution, you probably only need to ask your local system administrator.

Details

Aslib Proceedings, vol. 45 no. 7/8
Type: Research Article
ISSN: 0001-253X

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Article
Publication date: 12 September 2016

Beate Elizabeth Stiehler

The purpose of this paper is to explore consumer meaning-making and brand co-creation and the role of brand value and the consumption context of luxury goods in the emerging South…

3693

Abstract

Purpose

The purpose of this paper is to explore consumer meaning-making and brand co-creation and the role of brand value and the consumption context of luxury goods in the emerging South African market.

Design/methodology/approach

An extant segmentation approach that classifies luxury brand consumers into four different segments was used to guide the identification of a total of 16 luxury consumers with whom in-depth interviews were conducted.

Findings

The findings identify differences between four consumer segments’ levels of brand knowledge and indicate how these differing levels produce interesting meanings assigned to luxury brands which in turn co-create the brands. A framework is also proposed that maps each of the four luxury segments according to the value they derive from luxury brands and the context in which luxury consumption holds the most meaning for each segment.

Practical implications

Managerial recommendations concerning the implications of consumers assigning meaning and value to luxury brands and recommendations pertaining to the managing and positioning of luxury brands to each of the four luxury segments in this market are proposed.

Originality/value

The study provides interesting insights with regards to how consumers assign meaning and value to luxury brands in the emerging South African market. The proposed framework also uniquely demonstrates underlying behaviours within each of the four luxury segments and contributes to a better understanding of how and why these segments consume luxury brands.

Details

Qualitative Market Research: An International Journal, vol. 19 no. 4
Type: Research Article
ISSN: 1352-2752

Keywords

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Article
Publication date: 9 August 2024

Carla Solvason, Sandra Lyndon and Rebecca Webb

This research explored the impact that the relatively new role of the Health and Wellbeing Lead upon the health and wellbeing of children and their families at this school.

65

Abstract

Purpose

This research explored the impact that the relatively new role of the Health and Wellbeing Lead upon the health and wellbeing of children and their families at this school.

Design/methodology/approach

This case study took place in a primary school (children aged 4–11) in the South-West of England. Data was collected through activities with children, semi-structured interviews with senior staff and parents and a “learning walk”.

Findings

Our data suggested that this role provided compassion, unconditional positive regard and respect for parents, factors that are frequently absent from research into parent partnerships in education. The role presented as invaluable in tackling the many mental and physical challenges that parents faced in rearing their children, and in providing their children with the best possible chance of success.

Research limitations/implications

This is a single Case Study and, as such, may or may not be representative of similar schools. We also question to what extent the findings demonstrated the strength of this role per se, or whether the impact could simply be the result of a uniquely caring and passionate individual.

Practical implications

We concluded that this was a role needed in all schools, recognising the key role that parents play in their child’s wellbeing, and the indirect impact that parent mental health can have upon their child’s success.

Social implications

It is vital that this role is not used as an excuse by the government to further reduce the already denuded Social Services landscape within communities. It is also important that this responsibility does not become yet another burden added to already overstretched teaching staff.

Originality/value

This research presents a fresh perspective on the multiple pressures that parents face and how these can impact upon their child's education.

Details

Health Education, vol. 124 no. 5/6
Type: Research Article
ISSN: 0965-4283

Keywords

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Book part
Publication date: 16 August 2021

Martin Cathcart Frödén

Abstract

Details

A Circular Argument
Type: Book
ISBN: 978-1-80071-385-7

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