Mulvey, Michael S.; Kavalam, Beena E. - In: Qualitative Market Research: An International Journal 13 (2010) 4, pp. 372-388
Purpose – The purpose of this paper is to gain deeper insight into the meanings that structure and impel consumer choice by overlaying findings from a metaphor elicitation study onto the results of a traditional means‐end laddering study. Design/methodology/approach – First, laddering...