Schulz, Heather Marie - In: Qualitative Market Research: An International Journal 18 (2015) 2, pp. 210-229
theory. Prior research has shown the influential nature of reference groups on an individuals’ behaviour. The studied … highlighted. The imagined audience of various reference groups do impact the individual’s future behaviours. Research limitations …/implications – Future researchers could apply additional role theory constructs not only to reference groups but also to other aspects of …