Danes, Jeffrey E.; Hess, Jeffrey S.; Story, John W.; … - In: Qualitative Market Research: An International Journal 13 (2010) 3, pp. 309-323
Purpose – As an aid to understanding brand image and brand attitude, this paper aims to present an innovative method of capturing qualitative brand associations from very large virtual groups. Design/methodology/approach – From the target market, two familiar brands were selected: one more...