... Limited Licensed re-use rights only Qualitative research Consumption community Gender role Hermeneutic approach South Korean female consumers This study explores the behavior of South Korean female consumers in terms of social identity, social pressure, female gender roles, consumption...

... Publishing Limited Licensed re-use rights only Marketing strategy Qualitative research Competitive strategy Brands Interviews Geographical indications Sustainable competitive advantage Shared brands Collective brands Sector brands A brand can be seen as a strategic asset that helps...

... Qualitative research Winemakers The USA is the fourth largest wine producing nation in the world (Stevenson, 2005), with California accounting for 89 per cent of annual volume (Alcohol and Tobacco Tax and Trade Bureau [ATTTB] Report, 2011). Each of the 50 states and the District of Columbia is home...

... of research activity into the motivations and behavioural patterns of the wine consumer. This paper will report on the findings from the initial qualitative research process. The exploratory stage involved identifying and conducting key informant interviews with owners or managers of wineries...