Keep your hands off my wallet until you get into my life

Date of publication: November 1, 2000


This paper is devoted to exploring the range of ethnographic techniques. In particular, it shows their capacity to penetrate the inner space of relationships between consumers, their mindsets and brands. The ethnographic approach is a way to gain a deep understanding of the origin of the connection between brands and consumers. In other words, it allows a combination of the structure of consumers? values with brand cultures.

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