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Keywords: Reference groups
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Journal Articles
Qualitative Market Research: An International Journal (2015) 18 (2): 210–229.
Published: 13 April 2015
...Heather Marie Schulz Purpose – This paper aims to analyse reference group influence through the imagined audience construct of the role theory. Prior research has shown the influential nature of reference groups on an individuals’ behaviour. The studied theatrical metaphor supplies a new...
