.../methodology/approach A two-phase, mixed-method research approach is used, involving (a) content analysis of published print ads, (b) multilevel modeling and (c) qualitative interviews with consumers. Findings Firms rely heavily on brand stereotypes and, to a lesser extent, on brand buyer/user stereotypes...

...Joshua Butcher; Fabien Pecot Purpose This paper aims to investigate how the abstract marketing concept of brand heritage is operationalized through visual elements on social media. Design/methodology/approach A mixed-methods approach combines interviews with marketing experts, a focus group...