Warden, Clyde A.; Chen, Judy F. - In: Asia Pacific Journal of Marketing and Logistics 21 (2009) 2, pp. 216-231
Purpose – The purpose of this paper is to extend research on metaphors of consumption to a Chinese cultural setting, specifically examining consumer thoughts related the Chinese concept of renao (hot and noisy). Design/methodology/approach – The Zaltman Metaphor Elicitation Technique (ZMET)...