Qualitative Market Research: Volume 17 Issue 2
Strapline:
An International Journal
Subject:
Table of contents - Special Issue: Advancing Branding Research: A Qualitative Agenda
Brand-building and the elements of success: discoveries using historical analyses
Dale MillerThe paper aims to examine the concept of brand-building. The emphasis is on corporate brand-building and brand heritage in the firm, and the differing influences of…
3938
Interpretative narrative process research approach to corporate renaming
Mari Juntunen– The purpose of this paper is to describe company renaming as a process among small firms, including the events and actors in and the reasons for company renaming.
1228
Brand meaning gaps and dynamics: theory, research, and practice
Elizabeth Jane Wilson, Anders Bengtsson, Catharine CurranThe purpose of this paper is twofold. First, propositions in an existing conceptual framework are empirically explored to note whether and how brand meaning gaps exist for…
2679
Contextualising brand consumption experiences: a multi-modal enabling technique
Sandy Bulmer, Margo Buchanan-Oliver– The purpose of this paper is to elaborate on a novel multi-modal enabling technique for contextualising brand consumption experiences.
1167
ISSN:
1352-2752Online date, start – end:
1998Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Fiona Spotswood