This paper discusses 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 interactions in online communities.
An interdisciplinary method for brand association research / Ranfagni Silvia.; Guercini Simone.; Crawford Belinda Camiciottoli. - In: MANAGEMENT DECISION. - ISSN 0025-1747. - STAMPA. - 52:(2014), pp. 724-736. [10.1108/MD-04-2012-0284]
An interdisciplinary method for brand association research
Ranfagni Silvia.;Guercini Simone.;
2014
Abstract
This paper discusses 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 interactions in online communities.
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