Reports on a study of the business activities and the emergence of the learning of marketing skills by eight entrepreneurial small businesses: four in the British Isles and four in the mid‐west of the USA. Using a qualitative methodology, a case approach is taken to study the obstacles to...

Explains the two most commonly used qualitative research methods as the individually intensive or in‐depth interviews and focus group discussions. Suggests that, while it is possible to have a large number of interviews in order to draw sufficient statistical conclusions, this may not be...

Addresses the need in qualitative market research to consider how best to sample and recruit the right mindsets (respondents) and, if appropriate, prime these for subsequent interviews to maximise insight. Discusses models that might direct recruitment and some of the myths of good recruitment...

Considers an area of growing importance in marketing research. Small to medium‐sized enterprises (SMEs) are continuing to play an increasing role in the development of western economies. Puts forward the argument that existing approaches to conducting marketing research in SMEs are rooted in...

During the past couple of decades, brand equity has emerged as one of the key concepts in marketing. Literature concerned with consumer brand relationship is calling for more studies in order to increase understanding of brand equity dimensions. Therefore, this study aims to contribute to the...

Qualitative interviews in the Isle of Man uncovered local perceptions of a tourism industry in late stage decline. Social impacts of decline are pronounced including facilities loss, cultural changes and a heightening of perceived peripherality: which taken together undermine local identity....

We examine how consumers react to direct-to-consumer advertising (DTCA) by investigating the role of goal compatibility between motivation to process advertisements and consumer self-concept. Specifically, we examine the interaction between self-regulatory (prevention versus promotion) focus and...

Many firms in financial services opt for corporate branding in order to unify their activities and leverage a strong brand across business units. While this may be the case, some financial service organisations retain the approach of using a collection of brands within the organisation. RSA has...

Studies examining the factors that affect the online purchasing behavior of consumers are rare, despite the prospective advance of e-commerce in Malaysia. The present study examines particular factors that influence the attitude of potential consumers to purchase online by using the attributes...