Notes:
ZMET, or Zaltman Metaphor Elicitation Technique, is a method for collecting and analyzing data on people’s unconscious thoughts and beliefs. It is based on the idea that people often express their deepest and most profound thoughts and feelings through metaphors and other non-literal forms of language. By using ZMET, researchers can explore and understand these metaphors, and gain insights into people’s unconscious beliefs and attitudes.
ZMET involves a series of steps, including the creation of visual stimuli, such as photographs or drawings, that are designed to elicit metaphoric responses from the participants. The participants are then asked to describe and interpret these stimuli, and their responses are carefully recorded and analyzed. Through this process, the researchers can gain a deeper understanding of the participants’ unconscious thoughts and beliefs, and use this information to inform their research or decision-making. ZMET has been used in a wide range of fields, including market research, psychology, and social science.
Wikipedia:
See also:
Applying the Zaltman metaphor elicitation technique on understanding place image
VAT Truong – Journal of Asian Business and Economic Studies, 2019 – emerald.com
Purpose Danang–a heritage gateway, a socioeconomic urban of Central Vietnam–has been known as a livable city, a fantastic destination and a leading position in the Provincial Competitive Index. Since branding Danang appears to be unfocused, it is suggested that the …
Exploring Conceptual Map of Attitudes against Chinese Automotive Brands by Using the Zaltman Metaphor elicitation technique (Zmet)
SZ DEHDASHTI, M Bashirpour – 2019 – sid.ir
Chinese automotive brands have grown in the Iranian market during recent years and their market share has increased. In this research, researchers have purposed to find out what attitudes exist in the audience and how their attitude makes them buying Chinese cars. In …
Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis
J Avery, G Zaltman – 2019 – hbs.edu
In early 2018, Nestlé announced the sale of its US candy-making division and a select collection of 20 of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Luckily, an old consumer research study on the Nestlé Crunch Bar …
Understanding the Brand Equity of Nestlé Crunch Bar: A Market Research Case
J Avery, G Zaltman – 2019 – hbs.edu
In early 2018, Nestlé announced the sale of its US candy-making division and a select collection of 20 of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Under the terms of the Nestlé acquisition, each of the purchased …
Power of the Scent: Exploring the Role of Sensory Appeals on Consumer Product Attitude.
R Garg, R Chhikara – Journal of Business & Management, 2019 – jbm.nccu.edu.tw
… Study 2 used a qualitative approach by applying ZMET (Zaltman-Metaphor Elicitation Technique) to translate the sensory appeals into metaphors associated with a perfume product and presented Hierarchal value Map (HVM) to uncover the underlying consumers’ emotion …
Employees’ Perspectives on Digitalization-Induced Change: Exploring Frames of Industry 4.0
P Schneider, FJ Sting – Academy of Management Discoveries, 2019 – journals.aom.org
… We employ the Zaltman Metaphor Elicitation Technique (ZMET), a semi-structured, in-depth interview format to unearth individuals’ deep-seated beliefs and values, and thereby identify five distinct frames (utilitarian, functional, anthropocentric, traditional, and playful), which …
The Theory-Practice Link for Beginning Students in the US and UK: A Qualitative Study
T McGahee, B Abraham-Settles, N Arunasalam – sigma.nursingrepository.org
… number included from each of the two universities. Semi-structured interviews using the ZMET or Zaltman Metaphor Elicitation Technique (Zaltman, 1997) were conducted with study participants. This is an eleven step in-depth …
Use of Green Design and User-Centered Design to Build Sustainable and Localized Coworking Spaces in Cebu
IVC Manticajon – ?????????????????, 2019 – airitilibrary.com
… of a coworking space. It employs a user-centered design approach and selected LEED v4 ID+C green building criteria, through survey method and the Zaltman Metaphor Elicitation Technique (ZMET). The findings show that …
ZMET-based Participation Motivation Analysis of Chinese Tourists’s Floral Arrangement Courses Visit to Korea
RR Cui, YJ Kim – The Journal of the Korea Contents Association, 2019 – koreascience.or.kr
… 3 0. Abstract. In order to develop the marketing strategy of Korean floral arrangement courses for chinese tourists, this study aimed at gaining their participation motivation with application of the ZMET (Zaltman metaphor-elicitation technique) …
Application of ZMET to Develop the Cultural Image of Pottery Industry at the Miaoli County
SC LU, KY WU – … on Social Science, Education and Human …, 2019 – dpi-proceedings.com
… 1Dept. of Architecture and Landscape Design, Nanhua University, Taiwan 2Dept. of Architecture, National United University, Taiwan *Corresponding author Keywords: ZMET (Zaltman Metaphor Elicitation Technique), City image, Pottery industry, Cultural image. Abstract …
Exploring the ZMET methodology in services marketing
C Hancock, C Foster – Journal of Services Marketing, 2019 – emerald.com
This paper aims to explore how the Zaltman metaphor elicitation technique (ZMET) can be adopted in services marketing to provide deeper customer experience insights.,This paper explores how ZMET interviews, which use images selected by the participant to facilitate …
Tourism and photography: a bibliometric study of using image analysis methodologies in tourism research
KE Godoy, IS Leite – Revista Brasileira de Pesquisa em Turismo, 2019 – SciELO Brasil
… Several methodologies have appeared on a lesser degree, such as volunteer-employed photography, visual anthropology/photoetnography, photoelicitation, Zaltman metaphor elicitation technique (ZMET), and others, including iconography …
CEO Archetype Identity Drives Organization Culture
M Prince, J Forr, J Wardlaw… – Journal of Leadership …, 2019 – Wiley Online Library
… the organizational culture. ZMET is an acronym for the Zaltman Metaphor Elicitation Technique—a research methodology designed to understand unconscious thinking and the emotional context of behavior. The ZMET interviews …
Products and Services—Strangers or Siamese Twins?
PR Wagle, R Mahamuni, K Mehta – Research into Design for a Connected …, 2019 – Springer
… across different contexts, participated. The Zaltman Metaphor Elicitation Technique (ZMET) was also used, which is a method famous for its depth of understanding of the true need or preferences of the user. It uses metaphorical …
Emerging Brand Meanings in Wearable Sports Technology: A Case Study on Suunto Sports Watches
H Karamaki, S Lahtinen, P Tuominen – Eurasian Business Perspectives, 2019 – Springer
… among other features (Suunto 2017). 3.1.1 The Zaltman Metaphor Elicitation Technique. Most of today’s marketing research techniques rely on verbal communication as a method of collecting data. However, the consensus among …
Consumer experiences of virtual reality: Insights from VR luxury brand fashion shows
J Jung, J Yu, Y Seo, E Ko – Journal of Business Research, 2019 – Elsevier
… In this endeavor, twenty participants from South Korea experienced a staged VR luxury brand fashion show, and were asked to reflect on their experiences using several of the procedures of Zaltman Metaphor Elicitation Technique (ZMET) interviewing method (Coulter, 2006) …
Implementation of innovative marketing technologies for higher efficiency of the marketing communication complex
O Syvolovska, T Neskuba… – SHS Web of …, 2019 – shs-conferences.org
… realization level. The understanding of the fact what parts of the brain respond to certain decisions made it possible to manipulate the customer [4]. This method is called the Zaltman metaphor elicitation technique (ZMET). The founder …
Image Frameworks of Character Themed Restaurants in Taiwan
PC Wu, YF Lo, ZW Zhu – ??????, 2019 – airitilibrary.com
… To explore character themed restaurants, this study selected college students as the target population and adopted the Zaltman Metaphor Elicitation Technique (ZMET) to conduct in-depth interviews and analyze consumers’ thoughts and feelings through images of character …
Contribute for advancing design research knowledge about Branding
C Beira, H Lopes – researchgate.net
… being) the dynamic process, and the role of subjective aspects of the branding process. Other researchers like Zaltman (1993) using ZMET (Zaltman Metaphor Elicitation Technique) searching the “deep knowledge”. This is also …
Mind Maps in Requirements Engineering: A Systematic Mapping
EQ Vilchez, JAPS Portillo – International Conference on Human-Computer …, 2019 – Springer
… In order to ensure a correct communication and understanding of what the user expects to obtain as a final software product, techniques such as “Zaltman metaphor elicitation technique (ZMET)” [9] are applied to structure the phases of an interview …
Relationships between advertising value and dimensions of advertising
JP Fanggidae – The International Journal of Social Sciences …, 2019 – growingscholar.org
… Designing and constructing instruments for social research and evaluation: John Wiley & Sons. Coulter, RA, Zaltman, G., & Coulter, KSJJ oa (2001). Interpreting consumer perceptions of advertising: An application of the Zaltman Metaphor Elicitation Technique. 30(4), 1-21 …
A Model Of Branding Public Library In Nigeria
EA Ogbonnaya – ijiras.com
… Methods may vary from simple surveys to techniques, which are designed to uncover subtle, subconscious meanings, eg the Zaltman Metaphor Elicitation Technique (Zaltman, 2007) and Clotaire Rapaille’s Culture Codes (Adams, 2006) …
A New User Implicit Requirements Process Method Oriented to Product Design
Q Guo, C Xue, M Yu, Z Shen – … of Computing and …, 2019 – asmedigitalcollection.asme.org
… Correspondingly, the Zaltman metaphor elicitation technique (ZMET) can solve the problem of extra guidance [27], and it stimulates users via pictures and vocal cues, and users can express their feelings without being interrupted …
Constructing a typology of luxury brand consumption practices
Y Seo, M Buchanan-Oliver – Journal of Business Research, 2019 – Elsevier
… composed of broad guidance questions to open and facilitate discussion, including: “What roles do luxury brands play in your daily life?”, and “When/How/Why do you consume luxury brands?” Several components of the Zaltman Metaphor Elicitation Technique (Coulter, 2006 …
Exploring the Role of Nonverbal Communication in Effective Transmission of Promotional Message in an Advertisement
B Tyagi – Journal of the Gujarat Research Society, 2019 – gujaratresearchsociety.in
… 327-334. [7]. Coulter, RH, Zaltman, G. (1994) “Using the Zaltman Metaphor Elicitation Technique to Understand Brand Images”. In Allen, CT, D. Roedder, J. (Eds.) NA – Advances in Consumer Research, 21, 501-507. [8]. Das …
How smartphone advertising influences consumers’ purchase intention
J Martins, C Costa, T Oliveira, R Gonçalves… – Journal of Business …, 2019 – Elsevier
Skip to main content Skip to article …
Crossing Bridges: Assembling Culture into Brands and Brands into Consumers’ Global Local Cultural Lives
LL Price, RA Coulter – Journal of Consumer Psychology, 2019 – Wiley Online Library
… Journal of Consumer Research, 30(2), 151–169. Coulter, RH, & Zaltman, G. (1994). Using the Zaltman Metaphor Elicitation Technique to understand brand images,” in Advances in Consumer Research, Vol. 21, eds. Allen, CT & …
How real are virtual experiences?
A Trabelsi-Zoghlami, M Touzani – European Journal of Marketing, 2019 – emerald.com
… the participant. The idea of combining the “non-verbal” with the “verbal” is not new. ZMET (Zaltman Metaphor Elicitation Technique) is also image-based (Zaltman, 1997). The researcher calls the participants to select images. In …
Transforming society through multilevel dynamics
S Kokko – 2019 – pub.epsilon.slu.se
… 4(1), pp. 108-119. II Kokko*, S. & Lagerkvist, CJ. (2017). Using Zaltman Metaphor Elicitation Technique to Map Beneficiaries’ Experiences and Values: A Case Example from the Sanitation Sector. American Journal of Evaluation, vol. 38(2), pp. 205-225. III Kokko*, S. (2018) …
The Image Of Brazil: A Quantitative Study From The Prespective Of Latin American Consumers
DCS Ayala, CM Correa, EM Merlo… – Revista …, 2019 – revistabrasileiramarketing.org
… were: availability, interest in the researched subject and not having visited Brazil. The technique used in the application of in-depth interviews is called ZMET (Zaltman Metaphor Elicitation Technique). According to Zaltman and Coulter (1995) the ZMET is a …
Does Traditional Brand Image Tracking Predict Future Purchase Behaviour?
CJ Riquier, B Bus, M Bus – 2019 – researchbank.swinburne.edu.au
… Tests ….. 62 3.2.2. The Repertory Grid Technique ….. 63 3.2.3. The Zaltman Metaphor Elicitation Technique ….. 64 3.3 …
Gastronomy Scholars’ Perspectives towards the Gastronomy Term: A Metaphorical Analysis
F SEY?TO?LU – Journal of Tourism and Gastronomy Studies, 2019 – researchgate.net
… using qualitative approach, Yang et al. (2014) used Zaltman Metaphor Elicitation Technique based on the participants’ thoughts about their photos or images to discover the food and eating perception of Malaysian Chinese …
City Branding Model and Design Direction: A Case of Mumbai
A Bagla – 2019 – 14.139.111.26
… 34 3.2. Input Part ….. 34 3.2.1. The Zaltman Metaphor Elicitation Technique (ZMET) …. 35 3.1.2. Output Part ….. 36 …
Measuring brand equity
KL Keller, TO Brexendorf – Handbuch Markenführung, 2019 – Springer
… In terms of measuring brand image, the Zaltman Metaphor Elicitation Technique (ZMET) requires study participants to take photographs and/or collect pictures (from magazines, books, newspapers or other sources) and use these visuals to indicate what the brand means to …
Exploring Ads of the World: How Social Issues Are Framed in Global Advertisements
ME Brooks, CM Craig, S Bichard – Howard Journal of …, 2019 – Taylor & Francis
… 1). The advertising industry is often regarded as an unethical trade (Coulter, Zaltman, & Coulter, 2001 Coulter, R., Zaltman, G., & Coulter, K. (2001). Interpreting consumer perceptions of advertising: An application of the Zaltman Metaphor Elicitation Technique …
Clergy Incarnate: Embodied Metaphors as Epistemic Gateways to the Ideological Commitments of Ministers
DK Popham – 2019 – search.proquest.com
Page 1. Lancaster Theological Seminary Clergy Incarnate: Embodied Metaphors as Epistemic Gateways to the Ideological Commitments of Ministers A Major Project Submitted to the Faculty in Candidacy for the Degree of Doctor of Ministry by David K. Popham …
Examining young adults’ debt control behavior: an elicitation study to guide the application of the integrated behavioral model and explore lived experiences
FO Adesina – 2019 – opus.uleth.ca
… experience as suggested above. Marie (2014) used the Zaltman Metaphor Elicitation Technique (ZMET) to elicit participants’ thoughts and feelings about financial literacy and how financial literacy affects their lives. ZMET is …
Orientational Metaphors in Magazine Advertisements
M Stankovi? – 2019 – zir.nsk.hr
Page 1. UNIVERSITY OF RIJEKA FACULTY OF HUMANITIES AND SOCIAL SCIENCES DEPARTMENT OF ENGLISH LANGUAGE AND LITERATURE Mihaela Stankovi? Orientational Metaphors in Magazine Advertisements Supervisor: Anita Memiševi?, PhD …
Measuring brand image: a systematic review, practical guidance, and future research directions
A Plumeyer, P Kottemann, D Böger… – Review of Managerial …, 2019 – Springer
Measuring and understanding brand image is crucial for both branding research and practice. Empirical studies focusing on brand image reveal a large number of techniques for measuring brand image,…
Exploring perceptions of advertising ethics: An informant-derived approach
HA Shabbir, H Maalouf, M Griessmair… – Journal of Business …, 2019 – Springer
Whilst considerable research exists on determining consumer responses to pre-determined statements within numerous ad ethics contexts, our understanding of consumer thoughts regarding ad ethics in…
Country image appraisal: More than just ticking boxes
C Lopez, G Balabanis – Journal of Business Research, 2019 – Elsevier
JavaScript is disabled on your browser. Please enable JavaScript to use all the features on this page. Skip to main content Skip to article …
Teaching qualitative marketing research: An experiential approach
A Thyroff – Marketing Education Review, 2019 – Taylor & Francis
Page 1. TEACHING QUALITATIVE MARKETING RESEARCH: AN EXPERIENTIAL APPROACH Anastasia Thyroff College of Business, Clemson University, Clemson, SC, USA The demand for marketing researchers is at an all-time high and continues to grow …
Consumer Attitude towards Organic Foods: A Multgroup Analysis across Genders.
EE Yazar, M Burucuoglu – Istanbul University Journal of the School of …, 2019 – go.gale.com
… Doi: 10.1016/S2212-5671(15)01219-8. Cengiz, H., & Senel, M. (2017). Investigating consumer motivations in the purchase of organic foods using Zaltman metaphor elicitation technique. Karabuk Universitesi Sosyal Bilimler Enstitusu Dergisi, 7(1), 56-69 …
Do Consumers Acculturated to Global Consumer Culture Buy More Impulsively? The Moderating Role of Attitudes towards and Beliefs about Advertising
B Czarnecka, B Schivinski – Journal of Global Marketing, 2019 – Taylor & Francis
Page 1. Do Consumers Acculturated to Global Consumer Culture Buy More Impulsively? The Moderating Role of Attitudes towards and Beliefs about Advertising Barbara Czarneckaa and Bruno Schivinskib aSchool of Business …
Attitudinal change in children: An insight from three decade of advertising campaigns in India
V Rehman – Journal of Marketing Communications, 2019 – Taylor & Francis
Page 1. https://doi.org/10.1080/13527266.2018.1489877 Attitudinal change in children: An insight from three decade of advertising campaigns in India Varisha Rehman Department of Management studies, indian institute of technology Madras (iitM), Chennai, india …
How Managers Perceive Real-Time Management: Thinking Fast & Flow
P Rydén, OA El Sawy – California Management Review, 2019 – journals.sagepub.com
A new era of disruptive technologies and changing business practices is moving a number of industries toward the “real-time” enterprise. With the increased capa…
A Study of the Gender Traits of Upper Grade Students Toward Cultural Code, Motivation, and Level of Involvement in Online Games in Taiwanese Primary Schools
YH Cheng, SL Hsu – Youth & Society, 2019 – journals.sagepub.com
The purpose of this study is to investigate whether gender traits have any influence on the awareness of cultural codes, the motivation of playing online games,…
Effects of food-related health concerns and risk perception on the consumption frequency of fresh vegetables
C Adasme-Berríos, M Sánchez, M Mora… – Revista de la …, 2019 – revistas.uncu.edu.ar
Page 1. 289 Health concern and risk perception to fresh vegetables Tomo 51 • N° 2 • 2019 Effects of food-related health concerns and risk perception on the consumption frequency of fresh vegetables Efectos de la preocupación …
Consumer Attitude towards Organic Foods: A Multigroup Analysis across Genders
EE Yazar, M Burucuo?lu – Istanbul Business Research – researchgate.net
Page 1. ©The Authors. Published by the ?stanbul University under the terms of the Creative Commons Attribution License https://creativecommons.org/licenses/by- nc/4.0/, which permits unrestricted use, provided the original author and source are credited …
The emergence of neuromarketing investigated through online public communications (2002–2008)
C Levallois, A Smidts, P Wouters – Business History, 2019 – Taylor & Francis
… This patent was subsequently acquired by Neurofocus in 2008. Zaltman associated neuroimaging with his own interview method to elicit metaphorical thinking about products and brands – the ‘Zaltman Metaphor Elicitation Technique’ (Zaltman & Higie Coulter, 1995). Page 7 …
Creative-based Problem Solving Tool for New Product Design
C Yang – 2019 – etd.auburn.edu
… anthropology, random graphics, venture and transitional management, and artificial intelligence. Many current ideation techniques, such as Morphological Analysis, TRIZ, and the Zaltman Metaphor Elicitation Technique, also embed structured approaches. Page 34. 23 …
Digital Brands and Web 3.0 Enterprises: Social Network Analysis and Thematic Analysis of User activities and Behavioral Patterns in Online Retailers
F SHARAFI FARZAD, S Kolli, T Soltani, S Ghanbary – AD-minister, 2019 – scielo.org.co
… [ Links ]. Bakhshizadeh, K., Haji Jafar, A., & Nasiri, H. (2018). Eliciting Mental Map of the Customers of Digikala E-Stores Using Zaltman Metaphor Elicitation Technique (ZMET). Journal of Business Management, 10(1), 49-72. doi:10.22059/jibm.2017.215675.2242 [ Links ] …
Managerial–Consumer Eco-Harmful Media Perceptions and Eco-Conscious Attitudes: Understanding the Context Within Green Media
CA Rademaker, MB Royne… – Journal of …, 2019 – journalofadvertisingresearch.com
Skip to main content …
Symbolism, Trust and Governance in Major Projects
S Floricel, M Brunet – researchgate.net
… A similar influence is studied by marketers, who developed psychanalysis-inspired methods, such as Zaltman Metaphor Elicitation Technique (ZMET), to probe consumers’ subconscious, using images and analogies to uncover archetypical forms and associated deep desires …
Digital Brands and Web 3.0 Enterprises: Social Network Analysis and Thematic Analysis of User activities and Behavioral Patterns in Online Retailers
FS FARZAD, S KOLLI, T SOLTANI, S GHANBARY – researchgate.net
Page 1. AD-MINISTER Nº 34 universidad eafit · medellín – colombia · january – june 2019 · ISSN 1692-0279 · e-ISSN: 2256-4322 FATEMEH SHARAFI FARZAD SHAGHAYEGH KOLLI TOHID SOLTANI SAEID GHANBARY JEL …
Internal and external multisensory branding: a framework and a method for establishing multisensory brand image
TE Kokko – 2019 – jyx.jyu.fi
Page 1. Tiia-Elina Kokko INTERNAL AND EXTERNAL MULTISENSORY BRANDING: A FRAMEWORK AND A METHOD FOR ESTABLISHING MULTISENSORY BRAND IMAGE UNIVERSITY OF JYVÄSKYLÄ FACULTY OF INFORMATION TECHNOLOGY 2019 Page 2 …
All you need is brand love’: a critical review and comprehensive conceptual framework for brand love
N Palusuk, B Koles, R Hasan – Journal of Marketing Management, 2019 – Taylor & Francis
Page 1. ‘All you need is brand love’: a critical review and comprehensive conceptual framework for brand love Narissara Palusuk, Bernadett Koles and Rajibul Hasan Department of Marketing, Rennes School of Business, Rennes, France …
User Attitudes towards Social Media Targeted Advertising
S Mishchenko – 2019 – theseus.fi
Page 1. User Attitudes towards Social Media Targeted Advertising Sofya Mishchenko Bachelor’s Thesis April 2019 School of Social Sciences, Business Administration Degree Programme in International Business Page 2. Description …
A service position model of package tour services based on the hybrid MCDM approach
CL Lin, CL Kuo – Current Issues in Tourism, 2019 – Taylor & Francis
… This study invited 10 people who were interested in Hakka cuisine and let these participants take some photographs and evaluate the gastronomic cul- tural inheritance of traditional Hakka foods through their photographs using the Zaltman metaphor elicitation technique …
Essays on Customer Loyalty Framework Case: Infant Formula Product Brand Recommenders
K Ing-udomnoogoon – ABC Research Alert, 2019 – journals.abc.us.org
Page 1. Essays on Customer Loyalty Framework Case: Infant Formula Product Brand Recommenders A Thesis Presented to the Faculty of IICSE University …a liberal arts education. In Partial Fulfillment of the Requirements of the Degree of PhD in Management By …
Driving brand growth in the chinese beauty industry through licensing agreements: L’Oré al and the Armani case study
V Odoardi – 2019 – tesi.cab.unipd.it
Page 1. 1 UNIVERSITA’ DEGLI STUDI DI PADOVA DIPARTIMENTO DI SCIENZE ECONOMICHE ED AZIENDALI “M.FANNO” CORSO DI LAUREA MAGISTRALE IN BUSINESS ADMINISTRATION TESI DI LAUREA DRIVING …
Model of eco-socially conscious consumer behaviour related to choice and use of personal cars: evidence from an emerging economy
MA Saleem – 2019 – researchonline.jcu.edu.au
Page 1. ResearchOnline@JCU This file is part of the following work: Saleem, Muhammad Abid (2019) Model of eco-socially conscious consumer behaviour related to choice and use of personal cars: evidence from an emerging economy. PhD Thesis, James Cook University …
Consumption Manifesto Of The Gentry In A Small Town In Turkey: Living Room Furniture Preferences In Mani?sa
G DEM?R – 2019 – etd.lib.metu.edu.tr
Page 1. CONSUMPTION MANIFESTO OF THE GENTRY IN A SMALL TOWN IN TURKEY: LIVING ROOM FURNITURE PREFERENCES IN MAN?SA A THESIS SUBMITTED TO THE GRADUATE SCHOOL OF SOCIAL SCIENCES OF MIDDLE EAST TECHNICAL UNIVERSTIY BY …
Caught in a Bad Romance-The Contradiction of Woke Brands in Consumers’ Lives
E Beckman, M Dalsjö Åström – 2019 – lup.lub.lu.se
Page 1. Caught in a Bad Romance – The Contradiction of Woke Brands in Consumers’ Lives by Ellinor Beckman and Miriam Dalsjö May 2019 Master’s Programme in International Marketing and Brand Management Page 2. 1 Abstract …