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Keywords: Mixed methods
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2011) 45 (11-12): 1702–1714.
Published: 15 November 2011
... and anti‐consumption. Design/methodology/approach The paper applies a mixed‐method approach of qualitative and quantitative methods. Internet postings of 790 boycott supporters are analyzed by means of a content analysis. The relevance of different motives is examined via frequency analysis...
