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A Qualitative Study: Military Veterans And Franchise Ownership, Martin J. Mcdermott 4384520, Jason Jackson
A Qualitative Study: Military Veterans And Franchise Ownership, Martin J. Mcdermott 4384520, Jason Jackson
The Qualitative Report
This study focuses on the military experience and motivation to become a franchise business owner. Previous research indicated franchisees who were military veterans had a significantly higher level of job satisfaction in owning and operating a franchise compared to franchisees with no military background.This study attempts to provide answers to important research questions like how and why military experience influences satisfaction in owning a franchise.Seven franchise business owners who served in the military participated in this qualitative study using a process of surveying, coding, and thematizing to answer this research inquiry. The findings of this follow-on study indicated veterans had …
An Application Of Brand Personality To Green Consumers: A Thematic Analysis, Anitha Acharya, Manish Gupta
An Application Of Brand Personality To Green Consumers: A Thematic Analysis, Anitha Acharya, Manish Gupta
The Qualitative Report
Green products are increasingly becoming popular in India as a fashion statement. Yet, limited attention has been given to understand why users of green products associate themselves with green brands in India. Therefore, the purpose of this study is to investigate the applicability of brand personality to green products. Thematic analysis of semi-structured interviews and focus group discussions of green product consumers revealed six dimensions of green brand personality (GBP). GBP is a set of human characteristics associated with a green brand. By focusing on the green brand personality dimensions discovered in this paper, marketing managers can better understand why …