Richelieu, André; Korai, Bernard - In: Qualitative Market Research: An International Journal 17 (2014) 3, pp. 192-208
the theoretical background. Choosing a netnographic framework, we analyze the coffee experiential universe of 41 Canadian … consumers of Tim Hortons' coffee by studying their personal stories posted on the company’s website. Findings – Individuals … predominantly associate the consumption of coffee with ritual, happiness, joy, travel companion and extended relationship. These …