Caldwell, Marylouise; Henry, Paul; Alman, Ariell - In: Qualitative Market Research: An International Journal 13 (2010) 1, pp. 84-96
Purpose – The purpose of this paper is to explain how audio‐visual archetypal representations likely to engender emotional identification and consumer‐inquisitiveness by marketing professionals can be constructed. Design/methodology/approach – The paper employs video‐ethnography...