A valuable, although little-used, case data analysis technique, degrees-of-freedom analysis (DFA), is the subject of Chapter 12. Given the richness of case data and its prevalence in business marketing research, DFA has the potential to become an important addition to one's “research...

Means-end chain (MEC) theory proposes that knowledge held in individuals’ memory is organized in a hierarchy with concrete thoughts linked to more abstract thoughts in a sequence progressing from means (i.e., brands and product features) to psychological and social consequences and finally to...

A book on case study research would be remiss without a chapter that introduces the reader to relevant literature on personal exchanges and face-to-face talk. Chapter 9 offers a conceptual property–space analysis for theory and research on personal exchanges including talk. The chapter...

This chapter examines the topic of internal branding from an organizational/behavioral science perspective, theoretically and empirically investigating how organizational members actually enact corporate brands. A mixed method research procedure serves to surface conscious (i.e., deliberate) and...

Chapter 7 describes research tools that permit zoomorphistic explications of self-viewing of human self-behavior in terms of the behavior of animals. Transference theory, archetypal, culture, and early experiences propositions also serve to inform the etic interpretations of an informant's...

Naïve subjective personal introspection includes the failure to recognize the confirmability of one's own attitudes and personal meanings learned explicitly from self-examining such topics and explaining one's own behavior. Unconscious/conscious theory of behavior explanation follows from...

Research findings support the view that a multiple methods approach is necessary to surface the substantial amount of relevant thinking processes that occur both consciously and unconsciously within different phases of consumer decision making. Chapter 5 advocates viewing all studies that ask...