1 - 7 of 7 articles
PurposeThis paper aims to present the assessment of different self-reported approaches that can be used to identify and measure consumers’ emotional responses towards brands. The goal is to determine whether visual and spontaneous protocols are able to generate deeper insights than only closed...
PurposeAlthough emerging literature has discussed different consumer–brand relationships and addictive behavior constructs, to date, it has not explored the brand addiction phenomenon. This study aims to undertake a conceptual inspection to better understand the nature of the brand addiction...
PurposeThis paper furnishes an inaugural reading of abjective consumption by drawing on Kristeva’s psychoanalytic theory of abjection within the wider terrain of consumer cultural research. It offers a conceptual framework that rests on three pillars, viz. irrationality, meaninglessness,...
PurposeThis study aims to develop a method of segmenting markets by using the functional approach to attitudes. The adopted approach identifies and groups individuals based on what functions their held attitudes serve for them. Specific marketing mixes can, thus, be designed for each functional...
PurposeThis paper aims to explore brand rhythm in a lyrical analysis. It aims to provide insights into the appropriation of temporal meaning in material, collective and individual contexts.Design/methodology/approachThe design offers a structured advance in lyrical qualitative research and the...
PurposeThe impact of colour is acknowledged within the marketing field. However, research on colour communication is limited, with most prior studies focusing on pre-defined meanings or colour associations. The purpose of this paper is to reveal insights into colour meaning and propose an...
PurposeThe purpose of this paper is to guide future researchers and practitioners into the process of interviewing in the Chinese context.Design/methodology/approachThe methodology used is an empirical critical reflection.FindingsThe authors identified 11 major themes such as how to get an...
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