Qualitative Market Research: Volume 14 Issue 2
Strapline:
An International JournalTable of contents
The Multi‐Sensory Sort (MuSeS): A new projective technique to investigate and improve the brand image
Luca Cian, Sara CervaiIn the literature, there is a lack of tools able to catch the symbolic dimension of the brand image, which go beyond rational and emotional dimensions. This paper aims to find and…
An exploratory investigation of the theorized levels of consumer fanaticism
Scott ThorneThe purpose of this paper is to propose a model for the behaviors of consumers engaged in fan activity and test to see if that model simulates the movement of consumers among the…
Lexicon Rhetoricae: the narrative theory of Kenneth Burke and its application to marketing
Lewis Hershey, John BranchThe purpose of this article is to propose Lexicon Rhetoricae, the narrative theory of Kenneth Burke from the discipline of literary criticism, as a comprehensive model which helps…
Brand management perspectives in the twenty‐first century
Ram Herstein, Moti ZvillingThe purpose of this study is to define the tasks of product managers from the perspective of professional brand managers and to point out the gaps between their short‐ and…
Investigating the effect of arousal on brand memory in advergames: Comparing qualitative and quantitative approaches
Monica D. Hernandez, Michael S. MinorPrevious work examining the effect of emotional responses (arousal) in the online context has addressed one type of emotional data, relying only on self‐reporting. This paper aims…
Financial management practices and social reproduction
Ada LeungThe purpose of this paper is to enhance understanding of social reproduction by investigating the financial management practices carried out by the consumers. Using depth…
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ISSN:
1352-2752Online date, start – end:
1998Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Fiona Spotswood