LEADER 02724nam 2200553 450 001 9910824030203321 005 20230126205350.0 010 $a1-78441-088-8 035 $a(CKB)2550000001265983 035 $a(EBL)1674956 035 $a(SSID)ssj0001217387 035 $a(PQKBManifestationID)11689565 035 $a(PQKBTitleCode)TC0001217387 035 $a(PQKBWorkID)11203715 035 $a(PQKB)10086253 035 $a(MiAaPQ)EBC1674956 035 $a(EXLCZ)992550000001265983 100 $a20140426h20142014 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 00$aAdvancing branding research $ea qualitative agenda /$fguest editors Professor T. C. Melewar and Professor Bill Merrilees 210 1$a[West Yorkshire, England] :$cEmerald Group Publishing Limited,$d2014. 210 4$dİ2014 215 $a1 online resource (80 p.) 225 0 $aQualitative Market Research : An International Journal,$x1352-2752 ;$vVolume 17, Number 2 300 $aDescription based upon print version of record. 311 $a1-78441-087-X 311 $a1-306-58392-6 320 $aIncludes bibliographical references. 327 $aCover; 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 330 $aThe papers in this ebook provide cutting-edge empirical studies in the domain of qualitative market research, applied to branding research. One aspect of the potential richness of qualitative research is the diversity of approaches to it. These articles present four diverse ways to conduct qualitative research in branding. The different research methodologies are themselves instructive for future branding research and also also reflect the benefit of using qualitative research to investigate difficult and complex aspects of branding research, which increasingly is inherent in the nature of bra 410 0$aQualitative Market Research: An International Journal: Volume 17, Issue 2 606 $aQualitative research$zEngland 606 $aSocial sciences$xResearch 615 0$aQualitative research 615 0$aSocial sciences$xResearch. 676 $a610.72 702 $aMelewar$b T. C. 702 $aMerrilees$b Bill 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910824030203321 996 $aAdvancing branding research$94036123 997 $aUNINA