Visual methods have a long history in ethnographic research and ethnographic methods are increasingly used to gain a depth of insight and understanding not achievable with traditional marketing research approaches. As a rigorous and valid research method, visual ethnography enables documentation...

Beyond branding as a differentiation strategy, branding theory now recognizes the significance of social, cultural, and political relationships relating to brand consumption. In focusing on the consumer's experience of the iconic brand of Harley-Davidson, this work reports on more than three...