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Record Nr. |
UNINA9910824030203321 |
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Titolo |
Advancing branding research : a qualitative agenda / / guest editors Professor T. C. Melewar and Professor Bill Merrilees |
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Pubbl/distr/stampa |
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[West Yorkshire, England] : , : Emerald Group Publishing Limited, , 2014 |
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©2014 |
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ISBN |
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Descrizione fisica |
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1 online resource (80 p.) |
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Collana |
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Qualitative Market Research : An International Journal, , 1352-2752 ; ; Volume 17, Number 2 |
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Disciplina |
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Soggetti |
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Qualitative research - England |
Social sciences - Research |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references. |
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Nota di contenuto |
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Cover; Editorial advisory and review board; Guest editorial; Brand-building and the elements of success: discoveries using historical analyses; Interpretative narrative process research approach to corporate renaming; Brand meaning gaps and dynamics: theory, research, and practice; Contextualising brand consumption experiences: a multi-modal enabling technique |
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Sommario/riassunto |
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The papers in this ebook provide cutting-edge empirical studies in the domain of qualitative market research, applied to branding research. One aspect of the potential richness of qualitative research is the diversity of approaches to it. These articles present four diverse ways to conduct qualitative research in branding. The different research methodologies are themselves instructive for future branding research and also also reflect the benefit of using qualitative research to investigate difficult and complex aspects of branding research, which increasingly is inherent in the nature of bra |
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