作者:Belinda Crawford Camiciottoli , Silvia Ranfagni , Simone Guercini
来源:[J].European Journal of Marketing, 2014, Vol.48 (5/6), pp.1092-1112
摘要:Purpose(#br) – The purpose of this exploratory study is to propose a new methodological approach to investigate brand associations. More specifically, the study aims to show how brand associations can be identified and analysed in an online community of international consume...
作者:Silvia Ranfagni , Simone Guercini , Belinda Crawford Camiciottoli
来源:[J].Management Decision, 2014, Vol.52 (4), pp.724-736
摘要:Purpose(#br) – The purpose of this paper is to discuss the current role of qualitative research in the analysis of the relations between brands and consumers in new market spaces, with particular reference to how it can be enhanced with quantitative techniques to study inter...


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