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Researching Brands Ethnographically: An Interpretive Community Approach

Kates, Steven M. - In: Handbook of qualitative research methods in marketing. 2006

Persistent link: https://www.econbiz.de/10015512157

The senses in anthropological and marketing research : investigating a consumer-brand ritual holistically

Malefyt, Timothy de Waal - In: Journal of business anthropology 4 (2015) 1, pp. 5-30

form of social interaction, marketers seek to maximize consumer-brand relations by targeting specific sensory responses to … consumption. This study integrates both views in an ethnographic investigation of a brand ritual. It examines the sensorial … situated notions of self-presentation and identity. This study advances a more holistic sensory approach to brand rituals as a …

Persistent link: https://www.econbiz.de/10011485423

Looping the value chain : designer copies in a brand-name garment factory

Prentice, Rebecca - In: Hidden hands in the market : ethnographies of fair …, (pp. 97-121). 2008

Persistent link: https://www.econbiz.de/10003866940

Brands as signals : a cross-country validation study

Erdem, Tülin; Swait, Joffre; Valenzuela, Ana - 2009

Persistent link: https://www.econbiz.de/10003785269

Smartphone preferences and brand loyalty : a discrete choice model reflecting the reference point and peer effect

Kim, Junghun; Lee, Hyunjoo; Lee, Jongsu - In: Journal of retailing and consumer services 52 (2020), pp. 1-9

Persistent link: https://www.econbiz.de/10012132216

Take the pressure down : investigating the influence of peer pressure on participation desire in child-oriented brand communities

Hook, Margurite; Kulczynski, Alicia - In: Journal of strategic marketing 29 (2021) 8, pp. 690-705

Persistent link: https://www.econbiz.de/10012653605

Viewing usage of counterfeit luxury goods : social identity and social hierarchy effects on dilution and enhancement of genuine luxury brands

Amaral, Nelson B.; Loken, Barbara - In: Journal of consumer psychology : JCP : the official … 26 (2016) 4, pp. 483-495

Persistent link: https://www.econbiz.de/10011597867

"What brand do you eat?" : the influence of food brands within children’s peer groups

Hemar-Nicolas, Valérie; Gollety, Mathilde; Damay, Coralie - In: Young consumers : insight and ideas for responsible … 16 (2015) 3, pp. 316-331

Persistent link: https://www.econbiz.de/10011443559

Determinants and outcomes of online brand tribalism : exploring communities of massively multiplayer online role playing games

Badrinarayanan, Vishag A.; Sierra, Jeremy J.; Taute, … - In: Psychology & marketing 31 (2014) 10, pp. 853-870

Persistent link: https://www.econbiz.de/10010484328

Examining the mediation effect of exogenous variables over brand switching behaviour : evidence from Indian women consumers

Sakkthivel, A. M.; Moovendhan, V. - In: International journal of business excellence : IJBEX 31 (2023) 4, pp. 500-520

Persistent link: https://www.econbiz.de/10015060793