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Abstract

Marketing the Quarterdeck may be a matter of touching on the emotions of current and potential customers.

Keywords

qualitative research archetype memory emotion metaphor childhood sensory

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References

Braun-LaTour, Kathryn A. , and Michael S. LaTour . 2007. Using childhood memory elicitation to gain insights into a brand at a crossroads: The In-N-Out Burger situation . Cornell Hotel and Restaurant Administration Quarterly 48 (3): 246-73 .

Braun-LaTour, Kathryn A. , Michael S. LaTour , and George M. Zinkhan . 2007. Using childhood memories to gain insight into brand meaning . Journal of Marketing 71 (2): 45-60 .

Kwortnik, Robert J., Jr. 2003. Clarifying “fuzzy” hospitality-management problems with depth interviews and qualitative analysis . Cornell Hotel and Restaurant Administration Quarterly 44 (2): 117-29 .

Using New Brain Science to Address the Quarterdeck Dilemma

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