Incorporating thevoice of the consumer'in early stages of the new product development
process has been identified as a critical success factor for new product development. Yet …

In the last decade, the use of smartphones has grown steadily. The way consumers interact
with brands has changed owing to the accessibility of internet connection on smartphones …

Case Study Research: Theory, Methods and Practice looks at the research processes
involved in conducting methods including participant observation, fuzzy set social science …

The study of metaphor is now firmly established as a central topic within cognitive science
and the humanities. We marvel at the creative dexterity of gifted speakers and writers for …

A major revolution in the study of metaphor occurred 30 years ago with the introduction of
“conceptual metaphor theory”(CMT). Unlike previous theories of metaphor and metaphorical …

Purpose–The purpose of this paper is to compare female students' perceptions of the value
of advertising on social network sites (SNSs) to their perceptions of the value of television …

To advance understanding of Special Interest Tourism (SIT), this paper will explore the
complexities of this phenomenon in the early 21st century. First, a look at what is “out there” …

We present a conceptual framework that clarifies the utilities that consumersusing a channel
derive from both the purchase process and the purchased products, and the mutual …

Gaining consumers' attention and generating favorable attitudes are two key advertising
objectives. Using two experiments in an on-line environment, we consider the effects of the …

In recent years, the YouTube platform evolved into a primary marketing instrument for
brands promotion. Marketers apply YouTube influencers to promote their brands, so the …