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Purpose – This paper aims to focus on the advertising agency‐firm relationship and aims at understanding and analysing its dynamics. In particular, it digs deep into the reasons behind success and failure of the relationship and attempts to unveil their determinants. This investigation is deemed...
Purpose – The purpose of this paper is to develop a value‐based framework for the consumer e‐trust building process. Design/methodology/approach – The data collection procedure consisted of two steps. The first was a brief questionnaire measuring potential informants' personal values. From this...
Purpose – This paper seeks to investigate the use of projective techniques in Asia‐Pacific markets with particular reference to Taiwan and to compare this with the literature on cultural differences in conducting research to see if any correspondence exists. Design/methodology/approach – The...
Purpose – This paper seeks to provide a discourse‐based critique of the laddering interviewing technique, and to make academics as well as practitioners aware of some of the limitations in applying this particular consumer interviewing technique. Design/methodology/approach – The paper first...
Purpose – At the moment central concepts relating to the case study strategy are insufficiently understood. This is unfortunate in that the truth value of results inferred from case studies may be questioned. Given the fact that case studies are widely employed in many fields the identified...
Purpose – Narrative accounts of subjective consumer experience are, in one form or another, a staple of qualitative market research. They have an obvious connection with the literary form of creative non‐fiction (CNF), yet this connection has rarely been explored. Based on the assumption that...
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