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Purpose – This paper aims to address the green purchasing gap by: exploring environmentally conscious consumers’ mental representation of the barriers responsible for the green purchasing gap; assessing which barriers are perceived as the most relevant in hampering the purchase of green products...
Purpose – This study aims to explore consumer brand associations and values derived from a corporate brand and a celebrity brand endorser prior to their endorsement. Design/methodology/approach – This study uses both hierarchical value mapping and brand concept mapping (BCM) to identify brand...
Purpose – This paper aims to explore advantages and disadvantages of both traditional market research (TMR) and deep customer insight (DCI) methods to lay the platform for revealing how a relationship between these two domains could be optimised during firm-based innovation....
Purpose – This paper aims to analyse reference group influence through the imagined audience construct of the role theory. Prior research has shown the influential nature of reference groups on an individuals’ behaviour. The studied theatrical metaphor supplies a new perspective to the social...
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