9.1. Research Epistemology The researcher should concerns what constitutes acceptable knowledge in a field of study (Saunders, Lewis and Thornhill, 2012, P.136).In this research study is to evaluate the relationship between two market strategies base on existing theories and case study, therefore, the realism has been selected which assumes a scientific approach to the development of knowledge. Moreover, there is two type of realism, direct realism and critical realism, the latter one will be conducted
of factors that can be considered to have an impact on the relationship between non-traditional marketing campaigns and the corporate images that consumers form, in connection with these campaigns, it will adopt two main approaches: positivism and realism. In the following paragraphs the paper will briefly describe these various approaches and how they have been used in this thesis and in its research. The positivist science is often perceived as a particularly reliable form of knowledge because
previous studies conducted and what the findings are of those studies. Theories Consumer behavior Consumers make many buying decisions every day, and the buying decision is the focal point of the marketer?s effort. Most large companies engage in research activities on consumer buying decisions in great detail to answer questions about what consumers buy, where they buy, how and how much they buy, when they buy, and why they buy. Marketers can study actual consumer purchases to find out what they
Theoretical frame work: The Brand Luxury Index (BLI) designed by Franck Vigneron and Lester W. Johnson in 2004 is a scale to measure the different aspects of what makes a brand luxurious. The model measures how luxurious a brand is, through personal and non-personal oriented. First non-personal oriented perceptions: perceived Conspicuousness: is defined as the image associated with consuming a luxury item. perceived Uniqueness: the scarcity of items highly reflects on the preference towards a brand
In absence of the IPR, the companies may lack the motivation to allocate significant amount of resources to research and development as they may be unable to reap the benefits of their developed goods and services in an effective manner. Though the problem is observed at an worldwide level, China is seen to be the main defaulter with a vast majority of pirated
Brand Asset management is an era connected with increasing value to marketing experts today, particularly as organizations shift toward attempts to converse ever complicated and intangible messages as part of brand management strategies (Davis, 2000; Good child & Callow, 2001). One of the numerous exciting questions dealing with present day brand managers worry on how to develop a better understanding of the proper relationship between constructs such as customer loyalty and brand equity, particularly