Purpose – The purpose of this paper is to show how projective techniques – in particular cartoon tests – give useful insights when used as a tool for conducting marketing research into innovative products and services. The paper presents results from four studies on mobile services that...

Purpose – Using brand netnography (analyzing consumers' first‐person on‐line stories that include discussions of their product and brand use), this article aims to probe how visitors interpret the places, people, and situations that they experience while traveling in Japan....

Purpose – In the literature, there is a lack of tools able to catch the symbolic dimension of the brand image, which go beyond rational and emotional dimensions. This paper aims to find and test a new instrument, named “Multi‐Sensory Sort” (MuSeS). Design/methodology/approach – MuSeS,...

Purpose – The purpose of this paper is to propose a model for the behaviors of consumers engaged in fan activity and test to see if that model simulates the movement of consumers among the proposed levels of fan behaviors. Design/methodology/approach – Support for the proposed model is...

Purpose – The purpose of this paper is to focus on college students, users of online social networks, as main sources of information that helps advertisers understand the ways in which advertisements are perceived online. Design/methodology/approach – Results were reached through qualitative...

Purpose – The purpose of this paper is to examine alternative constructs that are used in parallel to describe the strength of consumer‐brand relationships. First, the two main conceptualisations of relationship quality (RQ), as developed by relationship marketing and branding literature,...

Purpose – The purpose of this paper is to utilise projective techniques as a method to capture and understand consumer reactions to celebrity‐endorsed perfumes. The paper illustrates how projective techniques can aid practitioners in their selection of celebrity endorsers....

Purpose – The purpose of this paper is to explore the use of qualitative approaches to add depth and insight to understanding concerning the issues involved when consumers try to make changes in their behaviour. The context of this study is people trying to make and sustain changes to their...