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Purpose – The purpose of this paper is to examine the applicability of the consumer‐brand typology developed by Fournier to a segment of heterosexual male shoppers of fashion and grooming products. Design/methodology/approach – In‐depth interviews, collage constructions, and shopping trip...
Purpose – The purpose of this paper is to provide research insights into stakeholder specifications of the domain of the corporate reputation (CR) construct thereby obtaining greater content validity of scale items. Design/methodology/approach – A simple research technique is identified (the...
Purpose – The purpose of this article is to determine the uses of mixed method research designs published in major marketing journals. Design/methodology/approach – This study involved a content analysis of 2,166 articles published between 2003 and 2009 in nine prominent marketing journals....
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....
Purpose – This paper aims to advance theory‐building in the area of food consumption research, by exploring how consumers experience chocolate consumption in different contexts and by viewing these inductive findings in the light of the relevant existing body of knowledge....
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