It’s been a while in coming, however, it’s finally done! Whoohay! My dissertation is complete.
So what was it all about?
My dissertation originally sought to understand the reasons why consumers purchased an Apple product. Was it because of the brand? Or was it because, functionally, they really did just do things in a better way?
‘The Perils of Netnography?’ I hear you ask? What perils are there? What perils aren’t there. After stumbling upon Joe Fernandez’s June 09 article, ‘The real-time thing’ in Marketing Week, earlier today, I felt compelled to highlight a few points of Netnographic research from my own academic experience. (more…)
As a 3rd year university student struggling to get respondents for my research, it’s perhaps an amusing slap in the face, taken on a stiff chin, to get banned from a forum for asking permission to post a questionnaire. Yet this has been my lot from 2 forums.
Right. Chained myself to my desk and cut off iChat… finally starting to get more into a flow…
I’ve come up with 4 different perspectives on branding vs products from 4 different people so far. (more…)
‘Hello, I’m a Mac and I’m a PC’.
If you surf the internet and browse the ethers of YouTube, chances are you’ll know this line very well. But what does it really mean? And why, up until a few months ago, were both Apple and Microsoft engaged in such a tight battle to define their brand cool through their ideal customer profile? I began my research asking these questions and whether if both were doing the right thing.