Title:	Mixed Method Research Design
Authors:	S. Sreejesh Sanjay Mohapatra
Keywords:	Mixed
Issue Date:	2014
Publisher:	Springer
Description:	Creation of brand-based differentiation is the most influential approach for the development and maintenance of competitive advantage, particularly customerfocused competitive advantage. For customers, these differentiating aspects would act as a signal of achieving expectation, which will provide more confidence and believability that the brand will meet their expectations (Kim et al. 2008). The extant literature on consumer–brand management examined these differentiating aspects based on which consumers perceive and evaluate brands, for example, brand equity (Aaker 1991; Biel 1993; Keller 1997), brand personality (Plaummer 1985; Batra et al. 1993; Aaker 1997), and brand extensions (Nakamoto et al. 1993; Aaker and Keller 1993). Recently, a new stream of literature stated that consumers often do not differentiate brands based on how they perceive, rather they distinguish based on their relationship with it (e.g., Fournier 1998). This mainly arises because of the change in ideology from transactional relationships to fostering long-term relationships (Tsai 2011). This change in ideology from transactional relationships to long-term relationships induced the marketers’ efforts to promote consumers to think their brand as a living entity through employing personification, reciprocal exchanges, anthropomorphization, as well as relating brand with human characters Aggarwal and McGill 2007; Moon 2000; Fournier 1998), thereby making the relationship-building approach as a comprehensively investigated topic in international brand management studies (Breivik and Thorbjørnsen 2008).
URI:	http://10.6.20.12:80/handle/123456789/53042
ISBN:	978-3-319-02687-9
Appears in Collections:	Population Studies

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