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Purpose – The purpose of the current study is to attempt to contribute to the understanding of some socio-cultural factors likely to explain the preference for international products in emerging countries, and more specifically those characterising former colonised countries in the Middle East...
Purpose – This paper aimed to focus on political marketing and utilised a number of projective techniques to explore the UK Conservative Party’s “brand image” amongst young adults aged 18-24 years. There is little guidance in the extant literature regarding projective technique analysis....
Purpose – The purpose of this article is to use an extended model of self to understand the consumption of music and similar entertainment products. Design/methodology/approach – In-depth interviews using experts within the music field were used to penetrate the private worlds of musical theatre...
Purpose – The purpose of this study is to explore the perception of luxury from the perspectives of Chinese upper-class consumers. Design/methodology/approach – Four focus groups, each consisting of six upper-class and experienced luxury consumers, are formed in four cities, Beijing, Shanghai,...
Purpose – The aim of this paper is to critically review the most significant writings on “two” constructs that have quickly acquired the status of “important marketing topics”; that is, brand attachment (BA) and brand love (BL). Design/methodology/approach – A profound and parallel inspection of...
Purpose – This paper aims to demonstrate the need to explore the image formation process to develop a more holistic definition of corporate image. Diminishing trust in managers has created increasingly negative perceptions toward corporations. Stakeholders are constantly evaluating and...
Purpose – The purpose of this study is to understand whether being relocated to a society where remanufactured products are promoted can change consumers’ perception towards them. Also, the authors wish to identify major underlying factors for remanufactured product purchase intentions. There is...
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