... influence theory and extends existing understanding of millennials’ participation in OBCs by highlighting the constructs of customers’ reciprocity structures that lead to loyalty towards luxury fashion brands. Fifty semi-structured interviews were conducted, and the emergent data were qualitatively analysed...

... was adopted using two data sources: semi-structured interviews conducted with citizens and politicians; and media data from TV political talk shows. Data was collected over a three-year period following several key events that affected trust. Findings New responses were identified to repair political...

.../methodology/approach This exploratory qualitative study uses phenomenological approach and involves ten semi-structured in-depth interviews conducted in different interaction-rich service settings. The interviews were analysed using soft laddering interview technique to uncover various customer-to-customer...

... marketers engage in networking. This study aims to address this gap by exploring how self-employed female services marketers build, use and value networks over the lifetime of their business. Design/methodology/approach In-depth narrative interviews were conducted with 26 self-employed women working...

...Anthony Richard Grace; Lorelle Frazer; Scott K. Weaven; Rajiv P Dant Purpose – The purpose of this research is to identify the critical determinants of a franchisee’s trust in their franchisor. Design/methodology/approach – A qualitative approach was used, and 30 interviews were conducted...

... Findings – Social implications – Originality/value – Keywords: Celebrity, Context, Elite, Football, Interviews, Management, Organization, United Kingdom http://www.emeraldinsight.com/10.1108/QMR-01-2014-001 This article originally appeared in Volume 15 Number...

... Chinese youths in Hong Kong aged 17 to 22 were questioned about their understanding of and attitudes toward public service advertising in face‐to‐face interviews. Their opinions of two government television ads promoting “green living” were then solicited. Findings The interviewees described...

... companies most competitive in the global market. The primary sources of information for the case studies were interview data. Findings Based on in‐depth interviews with top managers at the companies, propositions are reached: the competitive priorities are closely linked with the firm's choice of target...

... notion of celebrity have seen fresh interconnected developments. The purpose of the paper is to consider the literature on elite interviewing both generally and more specifically against a backdrop of an organization and management disciplinary setting. Importantly the paper examines and surfaces...

... study. Design/methodology/approach First, laddering interviews were conducted to elicit the reasons that structure the college choice decision of students. A second study using metaphor elicitation techniques surfaced additional meanings that constitute and connect students' thoughts and feelings...

.... Design/methodology/approach This study is used to investigate the social construction of brands in China and to demonstrate how to create naturalistic group interviews in China, and why it is beneficial to do so. A film footage of the various groups discussing the scenarios presented to them...

... that play a role in the answering process. A model of response filters is consequently developed, based on the emotional‐cognitive dimension and the internal‐external orientation dimension, and finally the author describes strategies and techniques for interviewers, to deal with the described response...

... or CDM, respectively. 2. The ladders are obtained by engaging the respondent to think carefully about each response. This is achieved by tailoring the “why is that important to you?” follow‐up question to the respondent's prior response. In addition, laddering interviewers must have the questioning...

...Thorsten Gruber; Isabelle Szmigin; Alexander E. Reppel; Roediger Voss Purpose The purpose of this paper is to thoroughly explain how qualitative researchers can design and conduct online interviews to investigate interesting consumer phenomena. Design/methodology/approach A semi‐standardized...

...Elin Brandi Sørensen; Søren Askegaard Purpose This paper seeks to provide a discourse‐based critique of the laddering interviewing technique, and to make academics as well as practitioners aware of some of the limitations in applying this particular consumer interviewing technique. Design...

.../methodology/approach A qualitative methodology was adopted to gain a clearer picture of the salient issues influencing an individual's evaluation of franchising options. Both single and multiple unit franchisees within the McDonald's restaurant chain were interviewed. Findings Major contrasts were...

... be related to the following aspects: time‐consuming and expensive interviews; artificial set of answers; researcher biases; and simplistic analysis of the results. Originality/value This paper contributes to a better practice of laddering since it highlights its limitations and suggests alternatives...

..., there is evidence that individual depth interviews have intrinsic advantages relating to the quality of the research outcome. Design/methodology/approach A parallel research study was undertaken examining a single business issue using both focus groups and individual interviews. Results of both processes were...

... combined accompanying consumers in the field as they shopped with in‐depth interviews. Findings This paper reflects on how SWC has been used in past research, including new and innovative applications of the method to a variety of research phenomena. Research limitations/implications The primary...

... research such as field interviews could be carried out systematically. These findings also provide a basis for proposing a structured framework for data collection. Research limitations/implications The paper is based only on business‐to‐business NPD. Therefore, to increase the applicability...