This section describes the methods applied to develop this theory of marketing. Instead of repeating methodological discourses about the salient dichotomies of quantitative versus qualitative data and inductive versus deductive methods or reproducing the infamous argument of rigor versus relevance, we will concentrate on epistemological beliefs, critical methodological decisions, and the design of four non-representative empirical studies.50
KeywordsEpistemological Belief Qualitative Content Analysis Corporate Brand Deductive Method Epistemological Perspective
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