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Cooper (p. 23-32)Kunz-Osborne (p. 33-41)Coulmas-Law (p.42-46)Stasio (p. 47-56)Albert-Valette-Florence (p.57-63)Zhang-Rauch (p. 64-70)Alam-Yasin (p. 71-78)Mattare-Monahan-Shah (p. 79-94)Nonis-Hudson-Hunt (p. 95-106) 
JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
The Full Story: Mining Rich Authoethnographic Data for Insight into the International Consumer’s Behaviour with Luxury Fashion Goods
Author(s): Elizabeth Lloyd-Parkes, Jonathan Deacon, Nadine Khair
Citation: Elizabeth Lloyd-Parkes, Jonathan Deacon, Nadine Khair, (2018) "The Full Story: Mining Rich Authoethnographic Data for Insight into the International Consumer’s Behaviour with Luxury Fashion Goods," Journal of Marketing Development and Competitiveness, Vol. 12, Iss. 4, pp. 69-79
Article Type: Research paper
Publisher: North American Business Press
Abstract:
Increasingly, business research needs to recognise the socially-constructive, ontological nature of the domain. We remark that the positivistic characteristics of much research fail to allow social insight into
those phenomena. Broadly, there is confusion of purpose, with research ‘quality’ becoming - and only being researched by - positivistic method. We combine ethnography, biography and self-analysis through co-constructed story-telling and community-autoethnography which illustrates importance of place of origin in the purchase of Jordanian clothing. Findings relate to the importance of brand personality to self-concept and place of origin significance.
