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Keywords: Mixed methods
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Journal Articles
The depth of brand engagement funnel: dimensionalizing interaction in social media brand communities
Available to Purchase
Qualitative Market Research: An International Journal (2021) 24 (2): 200–220.
Published: 21 July 2020
... conceptualization of CBE in the extant consumer behaviour literature and to critically address some of its foundational tenets. Design/methodology/approach A computer-mediated discourse analytic (CMDA) approach is adopted while using a mixed methods research design whereby qualitative data are quantified...
Journal Articles
Assessing visual survey protocols to capture brand-related emotional insights
Available to Purchase
Qualitative Market Research: An International Journal (2018) 21 (1): 2–17.
Published: 08 January 2018
... can be contacted at: sgana@univ-smb.fr 02 09 2016 12 02 2017 22 03 2017 © Emerald Publishing Limited 2018 Emerald Publishing Limited Licensed re-use rights only Emotions Brand attachment Visual methods Mixed methods Collage Quality of responses Within...
