... in different societies. This paper aims to identify the classification of values in an Islamic country’s context, Iran. Design/methodology/approach Iranian dominant values were identified through qualitative analysis and in-depth interviews with 77 interviewees. Grounded theory was used to identify...

.... Design/methodology/approach These beliefs are sensitive issues, hence, to investigate them, the grounded theory method through 15 in-depth interviews was applied. Findings The results indicated that evil-eye effect, as a peculiar belief, affected the behavior of luxury cars’ consumers in the Iranian...

... Qualitative research methodology is used. A total of 30 Arab and Muslim individuals were interviewed, and web documents were analysed. A grounded theory approach is adopted to analyse the data collected. Findings The results reveal that the variation in WTB from offending PO among Arab/Muslim consumers...