... rhetoric and dialectics and emphasizes the role of rhetoric in scientific research. On the introduction of rhetoric of judgment and meanings it creates a conceptual framework based on a re-examination of the concept of judgment and the phenomenological foundations of the interpretative methods of social...

...Marja Flory; Alfonso Sauquet; Oriol Iglesias; Eduard Bonet Purpose The purpose of this paper is to build a conceptual framework that enables an improved comprehension of how brand meaning is constructed. Design/methodology/approach Conceptual implications are drawn from an analysis...