1 - 7 of 7 articles
Purpose – The purpose of this research is to identify the critical determinants of a franchisee’s trust in their franchisor. Design/methodology/approach – A qualitative approach was used, and 30 interviews were conducted with franchising participants. The first phase of the research consisted of...
Purpose – The purpose of this paper is to make a contribution to knowledge by examining what happens to marketing in a time of toxic leadership, embodied in a corporate psychopath, in response to a call for marketers to seek a broader understanding of how marketing operates within organisations....
Purpose – This paper aims to offer junior scholars a front-to-back guide to writing an academic, theoretically positioned, qualitative research article in the social sciences. Design/methodology/approach – The paper draws on formal (published) advice from books and articles as well as informal...
Purpose – This study aims to report on an investigation into decision-making leading to a UK firm’s first export order. It demonstrates the application of appreciative inquiry (AI) as an underutilised research method in marketing investigations. Design/methodology/approach – An AI research...
Purpose – This study aims to examine the nature and the potential use of avatar-based focus groups (AFGs) (i.e. focus groups conducted in three-dimensional (3D) virtual worlds (VWs)) as compared to face-to-face and online focus groups (OFGs), motivated by the ability of VWs to stimulate the...
Purpose – The purpose of this research is to explore the reasons for brand avoidance among Generation Y consumers. Researchers have traditionally focused on the positive relationship between consumers and brands, but, increasingly, consumers are consciously avoiding brands....
Purpose – This explorative paper aims to identify the dimensions of recalled consumption experiences involving packaging by means of interpretive analysis. Scholarly interest towards experiential aspects of consumption started in the beginning of 1980s. Design/methodology/approach – The...
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