Understanding meaning transfer in celebrity endorsements: a qualitative exploration

V Jain, S Roy - Qualitative Market Research: An International Journal, 2016 - emerald.com
Purpose Of the three major streams of research in celebrity endorsements, the “Meaning
Transfer Model (MTM)” has received the least attention from researchers. In the present …

Is it love or just like? Generation Z's brand relationship with luxury

H Shin, J Eastman, Y Li - Journal of Product & Brand Management, 2022 - emerald.com
Purpose This study aims to focus on understanding the consumer-luxury brand relationships
among Generation Z. Generation Z is an up-and-coming generational cohort that has …

The nominal group technique: An aid to brainstorming ideas in research

C Boddy - Qualitative Market Research: An International Journal, 2012 - emerald.com
Purpose–The purpose of this paper is to present and discuss a technique called the
Nominal Group Technique (NGT) for possible use in the types of market research or …

Projective techniques for brand image research: Two personification‐based methods explored

A Hofstede, J van Hoof, N Walenberg… - … Market Research: An …, 2007 - emerald.com
Purpose–Since it is hard for consumers to express their feelings and views regarding brand
images, market researchers increasingly use projective and enabling techniques to collect …

Exploring and explaining SME marketing: investigating e-CRM using a mixed methods approach

P Harrigan, E Ramsey, P Ibbotson - Journal of Strategic Marketing, 2012 - Taylor & Francis
Small and medium-sized enterprises (SMEs) are vital to our economies, and they perform
marketing resembling customer relationship management (CRM) theory. This study …

Rethinking qualitative scholarship in emerging markets: Researching, theorizing, and reporting

E Plakoyiannaki, T Wei… - … and Organization Review, 2019 - cambridge.org
Qualitative research 'starts from and returns to words, talk, and texts as meaningful
representations of concepts'(Gephart, 2004: 455) drawing attention on the point of view of …

Understanding tourists' reactance to the threat of a loss of freedom to travel due to climate change: A new alternative approach to encouraging nuanced behavioural …

X Font, A Hindley - Journal of Sustainable Tourism, 2017 - Taylor & Francis
This article proposes that reactance theory can be used to better understand how tourists'
perceptions of climate change affect their travel decisions. Reactance theory explains how …

Projective techniques in US marketing and management research: The influence of The Achievement Motive

L Soley - Qualitative Market Research: an international journal, 2010 - emerald.com
Purpose–This paper aims to examine the use of projective techniques for published
marketing and management research in the USA. The paper emphasizes the influence that …

Social media in politics: The ultimate voter engagement tool or simply an echo chamber?

L Harris, P Harrigan - Journal of Political Marketing, 2015 - Taylor & Francis
This paper analyses the role played by social media in shaping political debate during the
UK election campaign of May 2010, with a focus on local application within two …

Entrepreneurial marketing in SMEs: the key capabilities of e‐CRM

P Harrigan, E Ramsey, P Ibbotson - Journal of Research in Marketing …, 2012 - emerald.com
Purpose–Entrepreneurial marketing in small and medium‐sized enterprises (SMEs) is very
different to marketing prescribed theoretically for large organisations. The purpose of this …