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Purpose – As an aid to understanding brand image and brand attitude, this paper aims to present an innovative method of capturing qualitative brand associations from very large virtual groups. Design/methodology/approach – From the target market, two familiar brands were selected: one more...
Purpose – Consumers' ethical shopping habits are of increasing interest, but there has been little discussion and development of the methods used to research them. The purpose of this paper is to reflect on the methodology employed for an empirical study of consumers' ethical concerns in buying...
Purpose – The paper examines the building of a new business network by women apparel retailers operating in small Midwest US communities to better understand the network development process and the contributions to small business marketing strategy. Design/methodology/approach – Work draws...
Purpose – The purpose of this paper is to explore the relationship between the consumption of counterfeit luxury goods and identity construction. The argument is that through the consumption of counterfeit luxury goods consumers obtain real and symbolic benefits that allow them to express a...
Purpose – The research aims to investigate consumer decision‐making strategies using quantitative and qualitative methods. Two decision theories are contrasted: neoclassical theory proposes compensatory and optimising strategies with complete information, whilst bounded rationality theory...
Purpose – The impact of colour is acknowledged, yet empirical studies on colours with marketing implications are rare. The paper seeks to advance our understanding of the role of package colours in consumers' product experiences by studying the relationship between colour meanings and product....
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