... stemming from the termination of CBR due to brand death and brand transgression in the context of product and human brand. Design/methodology/approach Considering the exploratory nature of this study, qualitative research methodology employing in-depth interviews from consumers of global products...

... of intergenerational transfer of brands, and study how child consumers experience and cope with brand transgressions. Design/methodology/approach This is a qualitative study where 20 in-depth interviews were conducted among young Indian children in the age-group of 8–12 years. For data analysis “iterative method...

... in-depth interviews of non-profit professionals in the USA and Australia. Respondents included non-profit managers, foundation managers and consultants in both countries. Findings – The in-depth interviews found that in both countries respondents generally agreed that objective measures of impact...

...Len Tiu Wright Explains the two most commonly used qualitative research methods as the individually intensive or in‐depth interviews and focus group discussions. Suggests that, while it is possible to have a large number of interviews in order to draw sufficient statistical conclusions, this may...