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The Qualitative research process used by both gives an insight in the development of relationship theory in the consumer brand domain. Due to financial and time problems secondary research is mostly used for consumer research. It is therefore not always accurate and credible.
The reason for researching in the brand-domain is that it is extremely helpful to marketers and consumer researchers in our fast moving world where communication is so advanced. There is an immense amount of brand advertising and brand image surrounding us all the time. Advertising not only helps to create and transform cultural meanings for the consumer, but it also represents cultural meanings derived from the consumers (Elliott p136)...
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