Places where people matter: The marketing dynamics of Fairtrade Towns
نویسندگان
چکیده
منابع مشابه
Grounded Theory as a Macromarketing Methodology: Critical Insights from Researching the Marketing Dynamics of Fairtrade Towns
This paper details and justifies Grounded Theory as a methodology for researching into significant and emerging macromarketing phenomena, through an exploration of its use to investigate the marketing dynamics of the Fairtrade Towns Movement. The paper describes the research ‘journey’ undertaken from the initial consideration of Fairtrade Towns as an underresearched and challenging topic, throu...
متن کاملExpanding the Boundaries of Brand Communities: The Case of Fairtrade Towns
Purpose – This paper seeks to further our understanding of brand communities, and their role in brand co-creation, through empirical and theoretical contributions derived from researching the marketing dynamics operating within a successful but atypical form of brand community, Fairtrade Towns. Design/methodology/approach – The paper reflects a pragmatic application of Grounded Theory that capt...
متن کاملExpanding the Boundaries of Brand Communities : The Case of Fairtrade Towns
Purpose – This paper seeks to further our understanding of brand communities, and their role in brand co-creation, through empirical and theoretical contributions derived from researching the marketing dynamics operating within a successful but atypical form of brand community, Fairtrade Towns. Design/methodology/approach – The paper reflects a pragmatic application of Grounded Theory that capt...
متن کاملExpanding the Boundaries of Brand Communities: The Case of Fairtrade Towns
Purpose – This paper seeks to further our understanding of brand communities, and their role in brand co-creation, through empirical and theoretical contributions derived from researching the marketing dynamics operating within a successful but atypical form of brand community, Fairtrade Towns. Design/methodology/approach – The paper reflects a pragmatic application of Grounded Theory that capt...
متن کاملExpanding the Boundaries of Brand Communities : The Case of Fairtrade Towns
Purpose – This paper seeks to further our understanding of brand communities, and their role in brand co-creation, through empirical and theoretical contributions derived from researching the marketing dynamics operating within a successful but atypical form of brand community, Fairtrade Towns. Design/methodology/approach – The paper reflects a pragmatic application of Grounded Theory that capt...
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ژورنال
عنوان ژورنال: Social Business
سال: 2015
ISSN: 2044-4087,2044-9860
DOI: 10.1362/204440815x14441363902438