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Purpose – This study aims to analyse the appropriateness of the information content and organization of multinational companies' (MNCs) web sites for Turkish local cultural values with the aim of supporting global brand management decisions. Design/methodology/approach – In order to gather...
Purpose – This review aims to examine how photography and video have been used in a variety of fields. Design/methodology/approach – The paper examines how these visual methods have and can be used in marketing. Findings – Photography and video have important strengths. They help us...
Purpose – This paper examines the value of mobile phones in ethnographic research, and seeks to demonstrate how this particular technology can support and enhance participant observation. Design/methodology/approach – Reflecting in detail on one researcher's experience of incorporating this...
Purpose – The purpose of this paper is to analyze the holistic perception of the customer vis‐a‐vis the creation of an ideal store by using the projective technique of collage. In particular, it discusses the role of the factor of atmosphere which a distributor must privilege to satisfy the...
Purpose – The purpose of this paper is to assess the content of food industry web sites targeting children by advergames with the purpose of granting brand loyalty and trust toward the products of certain companies in Hungary. Design/methodology/approach – Scientific investigation conducted...
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