A qualitative approach to understanding brand image in an international context
Abstract
Purpose – The paper aims to demonstrate the utility of qualitative research for: understanding differences in brand image across markets; the critical assessment of marketing theory; informing revisions to quantitative scales and metrics used in international branding research. This is accomplished via research on a particular case (socialist era brands in Croatia and Serbia). Design/methodology/approach – A total of 12 focus groups, cutting...
Paper Details
Title
A qualitative approach to understanding brand image in an international context
Published Date
Sep 9, 2013
Volume
30
Issue
4
Pages
275 - 296
Citation AnalysisPro
You’ll need to upgrade your plan to Pro
Looking to understand the true influence of a researcher’s work across journals & affiliations?
- Scinapse’s Top 10 Citation Journals & Affiliations graph reveals the quality and authenticity of citations received by a paper.
- Discover whether citations have been inflated due to self-citations, or if citations include institutional bias.
Notes
History